Twitter Tactics Attracting Listeners: How Should Law Firms Approach Twitter?

We’ve all heard of Twitter at this point. You may even have an account that you use to follow your favorite actor or actress, professional sports team, or maybe just your friends, co-workers, or acquaintances. But are you aware of the marketing potential that each 140-character Tweet truly has?

For law firms hoping to establish their presence on the Internet, Twitter is a good place to start. It’s easy to set up, and can be effectively used in your firm’s Internet marketing campaign if it is utilized properly. For starters, it’s important to remember that your Twitter account should not be considered the same thing as your web page. While your web page is an information source about the particular area of law that your practice, your Twitter page should be a platform where you display your legal knowledge and experience in a more personalized way. Understand?

Well, in case you don’t, the most important thing to remember is this: a website is for your business, while your Twitter account is for your customers/potential clients. Twitter is a platform that is inherently operated and controlled by users. Businesses such as law firms should establish a presence there, but not expect to present a sales pitch that is going to be well received. Users control the information that is spread across the Twitterverse, not businesses.

You should never assume that just because a person follows you on Twitter that he or she will become a client. In fact, your end goal using Twitter isn’t to gain customers, but to gain listeners: people who are interested in the topics you Tweet about, and therefore want to share those Tweets with other Twitter users. So remember, don’t use sales pitches. Instead, tweet about your area of law, showing that you’re a trusted authority on the subject, and simply enjoy being a part of a growing social network where, indirectly, you may eventually gain a follower or two who becomes a client someday.

And also remember that all social networking roads should lead back to your primary branding source, otherwise known as your website. That’s a whole different topic for another time though. Good luck.

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