Posted Jul 15, 2011 06:33 pm CDT
BigLaw is on Twitter, but for the most part it’s not embracing the Twitterverse.
According to the National Law Journal, 78 percent of the nation’s top 100 law firms have at least one firm account, but few are active users. “Most do almost no tweeting at all,” the article says, “while 19 firms had a relatively high level of activity on Twitter.” Eight firms protect their tweets, so that they can be seen only be those cleared to do so.
Law firms at the high end of the Twitter spectrum are taking a good first step, according to the article by Adrian Dayton, author of Social Media for Lawyers: Twitter Edition. He offers this advice:
• A Twitter account that tries to be all things to all people will be of little use to most followers. Self-congratulatory items will also miss the mark.
• Law firms that have separate Twitter accounts based on practice area are a step ahead of those with general accounts. Firms should allow the experts to write the updates, rather than marketers, though.
“As lawyers tweet out news and links to articles, they are personally engaging with their audience,” Dayton writes. “This opens opportunities for the individual attorneys to speak at events, write articles and provide comments for major publications.”
ABAJournal.com: “Differing Views of Lawyers on Twitter: Savvy Marketing Tool or ‘Nonsense’?”