Imagine Twitter as a town crier: a person who shouts the news from the center of the city.

Everybody gets one line, one short message, to keep everyone informed of the daily business—sort of like a broadcasting service for your friends and family. In this way, you can see how it would be useful to use Twitter to promote your legal website—as long as you do it effectively.

  • Tweet. The big distinguishing characteristic of Twitter is that all messages have to be 140 characters or less. This doesn’t leave a whole lot of room to be long-winded, so keep it simple: instead of posing a legal question, point your readers to a blog post (using the appropriate keywords, of course) that answers a question you get all the time.
  • Stay local. People looking for your services probably live near you—and that’s an easy way to keep their interest. If there’s a big news story in your state, be sure to post (and link to it) from a legal perspective.
  • Are you using all the tools avaliable to optimize Twitter for your law firm?Be informative. It doesn’t pay to be cagey when people want legal advice. Answering questions shows that you are knowledgeable and willing to share that knowledge, allowing you to build trust with your readers.
  • Retweet. The "retweet" feature allows you to share a post with a single click—and makes it easy for your followers to share your posts, too. This option is also a goldmine when you post a link to your latest blog. If one of your mentors wrote an interesting comment, retweet it—they’re more likely to return the favor later.
  • Track your results. There are many third-party sites that allow you to track the results of your messages: how often they are shared, who shares them, etc. This allows you to see what people find interesting, what they are likely to share, and how you can adapt your posts for the best overall exposure.

The best way to adapt social media to your legal marketing is to explore the site. See how others have used it to promote their businesses, and always keep learning new tips and tricks to stay ahead of your competition.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.