Next to Facebook, Twitter is the social networking platform producing the most buzz. Some attorneys swear by it as a marketing and business development tool and others think it is a complete waste of time. Like any kind of marketing and business development effort, Twitter requires a commitment of time and energy. Here are some factors to consider before you take the leap:
Your Practice: If you are focused on consumers as a criminal defense attorney, personal injury or even estate planning, Twitter could cut both ways. The advantage to Twitter is you can reach lots of people, gain followers and get business. However, the downside is the ethical risk of having your efforts considered advertising so you need to be very careful what you say, how you say it and who you say it to. On the other hand, if your practice is aimed at in-house counsel, you are less likely to reach a huge audience however, if what you have to say is pertinent to them, you will gain quality followers over quantity.
Your Referral Network: Are you well connected with people who love social networking? People who are on their smart phones? Then they are the perfect audience for Twitter. And you might say something that resonates with them. They forward it on to folks who may jump on what you say and reach out to you for representation. However, if most of your network is still uncomfortable with email, then you shouldn’t bother with Twitter
Your Expectations: If you are just looking to get business from Twitter, don’t bother. Yes, you might get referrals or leads but it will probably take effort into continually tweeting about topics of interest to potential clients. Twitter offers a cheap way to deliver your message and to connect with potential clients but it mostly just a communication channel not a way to land new business. That said, I’ve heard stories about people getting business directly from Twitter but I have also hear stories about people winning the lottery
Your Time: Initially it will take time to get a profile set up and figure out how best to use Twitter. However, over time, it can perform on its own. Particularly if you are streaming blog content through your Twitter account. However, if you plan to be an active Tweeter, then it will take ongoing time to read what others are say, what they are saying about you and responding.
Think carefully upfront about how much time you willing to put into learning it and also how much time you will devote to maintaining it.
Your Other Marketing Efforts: Think about what else you do to market and develop new business. Are there ways to integrate Twitter into those efforts? You can tell people where you are speaking or tweet live at a networking event. Obviously if you blog regularly then it will be easy use that as your content stream on Twitter as you can set up automatic links to your blog from Twitter.
Your Interests: Using Twitter because you feel obligated doesn’t make sense. Its too much learn and unlikely to result in much direct monetary return on your sweat labor. However, if there are areas of the law that you are passionate about, then using Twitter is a good soap box. If you love being on top of social media trends, then you should tweet. Remember, Twitter is a communications channel.
The Payoff: There is probably little chance you will be able to Tweet your way to a successful practice so you need to think of other benefits. You will connect with people you would never connect with otherwise. You have something to talk about at cocktail parties. If you work with people under 50, then they are likely to connect with you and Twitter. Twitter or technologies similar to Twitter will become increasingly common so knowing how Twitter works will give you a heads up on all those people who bury their heads in the sand. But if you decide to keep your head in the sand, remember, you are in good company.
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