While more and more law firms are using Facebook to find new clients and stay connected with their current clientele, not so many law firms out there have a Twitter strategy. After all, Twitter only allows you to use 140 characters (not words) to get your point across. And, we’ve all seen Twitter being used poorly by all types of people who update their followers with information about what they’re doing, feeling or thinking at any given moment. However, if you were to develop a good Twitter strategy for your law practice by talking about and linking to things that matter to your readers, your practice can truly benefit.
What Not to Do
In order to learn how to develop a good Twitter strategy, you should first know what you shouldn’t do on Twitter. For starters, do not copy and past headlines from your firm’s press releases with a link as that is boring and is the type of tweet that will go unnoticed. Secondly, don’t tweet about mundane things like the fact that one of your lawyers was on TV or one of your partners received an award because again, this is boring information that is just too newsy for the typical Twitter user to care about. Even the most satisfied and happiest client of yours would not see a whole lot of value in tweets that seem as though they’re coming out of a media outlet that’s stuck on one channel around the clock.
Make Your Tweets Interesting to Your Audience
A good law practice Twitter feed keeps two things in mind at all times: 1) It’s all about the clients and 2) it’s not all about the law firm. Your Twitter strategy should be a balance between tweets which deliver breaking news of interest to your clientele and tweets which consist of links to subjects of interest and importance to your clients’ industries. You also should bring in a bit of news about upcoming events and opportunities that your clients could benefit from. In short, don’t let your law practice make the mistake of restricting your Twitter stream to firm-sponsored and firm-delivered reports and events. Use some diversification and remember that the most interesting tweets are those which are re-tweeted with fervor.
Let your Followers Get to Know the Voice Behind the Brand
While you are busy sending out tweets for your law practice, be sure to focus on letting your followers know who the voice behind the brand is. It doesn’t matter if it’s the founding partner or an intern as your followers won’t care. They only are interested in knowing there is a real person behind those tweets you’re sending out so show some personality. Also take the time to completely fill out your profile bio on Twitter by adding the names of your law practice team members. Doing so will help your followers feel connected to your practice as you’re showing it’s made up of real people.