In this fast-paced digital age, it's no longer enough for lawyers to rely on traditional marketing methods to reach their target audience.
Twitter provides a unique platform for lawyers to showcase their expertise, build a client base, and stay current with the latest developments in their field.
This guide will help you navigate the Twitter landscape and unlock its potential for your legal practice.
1. Building Your Profile
A strong Twitter presence starts with a professional, well-crafted profile.
Here are some tips for setting up an effective profile:
A. Username: Choose a handle that reflects your name or your firm's name, making it easy for potential clients to identify and locate you.
B. Profile photo: Use a high-quality, professional headshot or your firm's logo to create a strong visual impression.
C. Bio: Draft a concise, informative bio that highlights your expertise, practice areas, and awards or certifications. Include a link to your firm's website to drive traffic and engagements.
[Eight PR: If you are tweeting personal views, this should be clearly stated in your profile. However, saying the account is personal and not the views of your employer can still get you in hot water. Be ultra careful about tweeting any opinions, retweeting or liking anything. Things can go from interesting to international incident in seconds.]
2. Develop a Content Strategy
Your Twitter feed should reflect your expertise and knowledge; it needs focus, consistency, and variety.
Here are a few ideas for crafting your content strategy:
A. Share useful articles: Staying informed about the latest legal news shows that you're engaged in your field.
B. Original content: Create an interesting mix of your own tweets and retweets. Share your perspectives on industry trends, comment on breaking news.
C. Behind-the-scenes: Give your audience a glimpse into your work life by sharing pictures, videos, or stories from around the office, bring a dog to the office day and more.
[Eight PR: Stay clear of offering or giving legal advice. Again, err on the side of caution. We're making it sound as if you shouldn't even be on Twitter.]
3. Engage With Your Audience
Interaction is crucial for building a strong presence on Twitter. Here are some ways to connect with your followers and fellow legal professionals:
A. Foster connections: Follow and interact with other legal professionals, local and international associations, and relevant influencers. This will not only expand your network, but also help you gain insights and find collaboration opportunities.
B. Publish updates: If you are a solo practitioner with your own website, you should be able to integrate your Twitter feed into your site. This tells search engines your website is being updated frequently and helps SEO. It's not the end all of SEO, just contributes to site rankings in a samll way.
4. Measure Results and Adjust Your Strategy
Keep track of your performance metrics:
A. Track your growth: Monitor your follower count, impressions, engagement rates, and website clicks to gauge your audience's interest and refine your Twitter strategy.
B. Identify your "Top Tweets": Analyze your most popular tweets to determine what resonated with your audience and recreate that success in future content.
C. Test different tactics: As with any marketing strategy, what works for one lawyer may not work for another. Explore different styles of content and engagement, and adjust your approach based on the results.
Many people (lawyers and non-lawyers) set up accounts and never post anything but use the platform for gathering information, reading opinions of others, tracking news, tracking hashtags and so on.
Social media does not always need participation and passive engagement is fine because this all adds to your digital profile.
If you're going to take a passive approach to social media, we recommend:
1. Create a strong password with two-factor authentication
If your password is weak, your account can be hacked, and embarrassment will follow.
2. Take The Account Private
This is a good way to monitor other accounts and the home feed doing nothing. Just remember that if you decide to go public, update your profile.
3. Digital Profile
Someone may have seen your bio, read an article by you, and it is common practice for people to then Google you. Your digital footprint will come up in those results (LinkedIn is almost always a top three result) including a Twitter profile.