Never too late to tweet

November 12, 2013

Twitter’s gone all IPO – but it’s not too late to join the Twitterati

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Twitter looks like it’s here to stay – at least until the next fad comes along and elbows it out of the way. (MySpace, anyone?)

In the meantime, it’s now been universally adopted by firms across the world. Even though, as some commentators point out, it’s a platform almost entirely inappropriate to legal marketing, firms such as Freshfields (3.5K), DLA Piper (12.8K) and A&O (just nudging it at 12.9K) are currently picking up twitter followers faster than unscrupulous One Direction lookalikes are picking up groupies.

If you’ve been slightly behind the ball, here are our top ten tips for joining the legal twitterati.

  1. Before you do anything, get your strategy sorted. If you just want a presence on Twitter, your strategy might not be that complex, but you need to be clear before you start. For firms, Twitter can be a great form of both marketing and recruitment.
  2. Make sure your strategy is communicated to everyone who might have access to your firm’s Twitter account. Particularly those entrusted with writing tweets.
  3. Check your feed regularly – at least once a day – to see what’s being written and who is communicating with you.
  4. Engage in discussions where you can, but don’t go overboard and tweet endlessly. The character limit on Twitter encourages brevity. If you need to say more, develop the conversation via direct messaging or email (if the discussion is with one or two people), or use Twitlonger or blogging (if the discussion is for a wider audience).
  5. Tweet, you’re on Twitter. The best accounts tweet several times a day, but not constantly. Good tweets are relevant, intelligent and thought-provoking, sometimes funny, but obviously not offensive. Firms with a Twitter account without any tweets look like they’re not interested in engaging via social media or couldn’t work out how to tweet.
  6. Remember who you are. If you are tweeting away about X Factor on your personal account, fine, but if the account you’re using is clearly connected to your firm, what you tweet will reflect the views of your employer in the eyes of those reading.
  7. Block and ignore any pornbots and anyone with an axe to grind. You really, really don’t want to click on those links.
  8. Follow people – even if they are not in law at the moment, they might be one day or you may encounter them in a different way. You network on Twitter just as you would anywhere else. Twitter accounts (at least, accounts for organisations) that don’t follow anyone can look unprofessional.
  9. Have a password that can’t be guessed by bored teenagers and don’t give it out willy nilly. ‘Password’ ‘Admin’ and ‘1234’ are terrible passwords, as is the name of your firm or your own name. Pick an unrelated word and have a symbol and a number as part of your password for good measure.
  10. Do not, repeat, do not go anywhere near your firm’s Twitter account when drunk and/or angry. Don’t even think about it. You’ll thank me later. KW

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