Many attorneys jump into social media law firm marketing with both feet without really understanding what they are doing.
While this exuberance in embracing a new form of marketing is commendable, attorneys should know that an improperly run Twitter account, Facebook profile, or other social media presence could end up hurting more than helping.
Given the fast-paced and short-formed medium of Twitter, attorneys should be especially careful to avoid certain mistakes. Here is a look at some common rookie mistakes that attorneys make on Twitter:
1. Law Firm Marketing in Every Tweet.
We get that you opened a Twitter account to reach new clients. However, you don’t have to make every Tweet a marketing pitch or rainmaking opportunity. You should offer interesting and insightful content. If you just spam with every Tweet, no one will follow (or care).
2. Tweeting Once a Week.
You may be able to get away with a single blog post a week. However, to be a relevant Tweeter, you should be updating your account more often. The point of Twitter is to offer your thoughts on things that may be affecting your firm, practice area, or life in general.
3. Sharing Private Information.
The opposite of under-Tweeting may be over-Tweeting. You may want to celebrate a recent victory or dish dirt on a particularly nasty client or judge. Just remember that the whole world can see your Tweets.
4. Become Obsessed With Number of Followers.
Many Twitter account holders become fixated on growing their number of followers. As an attorney engaged in law firm marketing, you should be aware that more followers does not necessarily equate to more business. You may want to refine your content to better help you reach potential clients as opposed to the public at large.
5. Not Including a Picture.
If you open a Twitter account, you are already reaching out to the public. Include your picture in your profile. A potential client will want to know what his or her lawyer will look like.
6. Trying to be Hip.
If you crack jokes about Miley Cyrus or other pop culture phenomena, you better know what you are talking about. Otherwise, you may come off as trying to hard or just looking plain foolish.
7. Sending an Update Instead of a Direct Message.
You can send private messages on Twitter. Just be sure that when you send a message that is intended to be private, you send a direct message. We all know the consequences that can happen if you update a private message to the world.
Twitter is a wonderful opportunity for attorneys to reach new clients. However, attorneys must be careful and exercise discretion when using the social media platform. To learn more about law firm marketing and use of social media, contact us to discuss your marketing goals.