David Allen Green, head of media, Preiskel & Co

Opinion: Twitter is more than just a fad, so don’t miss the boat

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  • Excellent article - and quite rightly already flying around Twitter!

    You've really nailed the key to success in this. For Twitter to deliver a return for law firms we need to stop viewing it as a marketing 'channel' and start viewing it as a relationship 'channel'. It's not just about pushing information out there but is an effective platform for demonstrating the softer skills we all find so hard to properly communicate. Elements you mention like reliability, credibility and communication approach. Where it fails is, as you say, when firms only use it to push information out there and measure success in terms of resulting instruction.

    It has been long understood that clients tend to assume a firm has a basic level of legal knowhow. They decision-make based on whether they 'get', like and trust a firm/fee-earner. Twitter (if properly integrated within the marketing strategy) presents a wealth of opportunities for getting this message across, as well as for building the reputation for legal expertise.

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  • I started @StateAidLaw to raise the profile of this area of public / EC competition law.
    What I've found from tweeting is that you get much more back than you put in. I've made lots of new contacts and seen what issues are affecting people relating to State Aid (and also the Regional Growth Fund).

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  • Nice article.
    Although I'm not sure that I would encourage insurance-less students to start answering legal queries on twitter.. .

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  • Great article and it shows that the tide is turning and companies are realising that social media is for two way communication and not just for pushing and broadcasting boring corporate messages like they did through traditional digital media.
    Social Media can be used to win clients, hire staff, communicate internally, get market feedback, rescue clients - you name it.
    Companies like Eversheds and Linklaters have already invested in social media support and there is a quantum shift in the way social media is perceived by law firms. The biggest challenge is changing the behaviour of time poor and sometimes not very tech savvy lawyers.
    Great article
    Thanks
    @ColmHannon

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