Molding Your Image, Tweet By Tweet
Attorneys can put micro-blogging site to good use
By ROBERT J. AMBROGI
When it comes to social media, I tend to be an evangelist. But even I could not grasp why so many lawyers were all atwitter over Twitter. What value could there be in a microblogging tool that limits each post to 140 characters?
So I strapped on some wings and gave it a try. In no time at all, Twitter turned me into a songbird ready to sing its praises.
First, a few words about how it works. After you sign up on Twitter.com and create a user name, you can post short messages, called “tweets,” of no more than 140 characters. These messages appear on Twitter's web site and can also be tracked through mobile phones and other applications.
Once you are a member, you can follow other members’ messages. When you come across someone you know or find interesting, click the “follow” button to add their messages to your feed. Others can do the same to receive your messages.
If you prefer to be less public, you can limit the visibility of your messages to people you approve. It is simple in concept, yet surprisingly versatile in potential uses. Here are 16 that stand out for me.
1) Expand your network. With blogging, writing, speaking and various bar committees, I consider myself pretty well networked. So I was surprised upon joining Twitter at how many new contacts I made and how quickly I made them.
2) Discover new blogs. Everyone on Twitter has a profile page where they can link to their web site or blog. As interesting tweets catch my attention, I sometimes click through to find equally interesting -- and previously unknown to me -- blogs.
3) Mold your image. Those who post regularly to Twitter provide others a glimpse of their daily lives. Do your posts paint you as a high-powered professional -- now writing an appellate brief, now preparing for a deposition -- or as a slacker, now breaking for lunch, now off for drinks? By thinking before you post, you can shape how others see you.
4) Distribute your news. Lawyers and law firms already use Twitter to distribute press releases. Even though Twitter limits posts to 140 characters, posts can include web links. Thus, post the headline or a brief description together with the link to the full item.
5) Drive traffic. When you post an interesting item to your blog, mention it on Twitter with a link to the full post.
6) Simulate the water cooler. Throughout the day, lawyers on Twitter comment on the news, throw out questions, and share articles and items of interest. You can reply directly to others, either publicly or privately.
7) Message your colleagues. You can send a direct message to anyone on Twitter, visible only to the recipient. This is a convenient way, much like instant messaging, to send a colleague a quick question or comment.
8) Monitor the buzz. What are hot topics among lawyers in your practice area? What are people saying about your client or its product? On Twitter, you can select the people whose posts you wish to follow.
9) Get noticed by media. News reporters are turning to Twitter to find sources and leads. Additionally, Twitter provides opportunities for professionals to connect and establish relationships with reporters.
10) Keep up with courts. Courts in Philadelphia recently launched a Twitter feed of news and announcements. Others may well follow suit.
11) Track activity at a conference. Using what Twitter calls “hashtags,” you can tag posts to connect them with other posts. One way this is useful is at a conference, enabling attendees to find each others' posts. The tag is marked using the pound symbol and placed directly within the post.
12) Follow the government. The White House, federal agencies and members of Congress are among the many sources within the U.S. government that use Twitter to distribute news and announcements. A list of federal government Twitter feeds is at Twitter Fan Wiki.
13) Promote event or seminar. A recent Wall Street Journal article told how an attorney in Fredericksburg, Va., used Twitter to promote a webinar he was holding on trademark registration. The session attracted 15 attendees, more than twice the number he drew for a subsequent seminar he didn't promote on the service.
14) Get more mileage. Why publish to just one source when you can as easily publish to many sources and reach that many more readers? When I post an item to my blog, it shows up in my Twitter feed. When I post an item to Twitter, it shows up on my Facebook and Plaxo profiles. In social networking, there is power in ubiquity.
15) Find clients. When a California blogger was threatened with a lawsuit over comments he made online, he turned to Twitter to search for a lawyer. Through Twitter, you may find new clients and they may find you.
16) Locate experts. Either by posting a message to Twitter or by using its search function, you may be able to find experts on a particular topic. If you do, use Twitter's direct message feature to make the initial contact.
There you have my Tweet 16. But I hasten to add something else lawyers can do on Twitter: Get in trouble. For example, a Seattle law firm recently generated controversy when its outside public relations consultant posted a message to Twitter seeking putative plaintiffs for a possible class-action suit.
Before you post to Twitter, consider the consequences. A casual tool such as this makes it easy to unwittingly create an attorney-client relationship or overstep an ethical rule. Even with only 140 characters, you can easily get yourself in hot water.
Robert J. Ambrogi is a Massachusetts lawyer and media consultant. He writes the blogs LawSites and Media Law.
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