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Some attorneys are masters at using Twitter, but many attorneys can’t even bring themselves to say the word, “Tweet”. It sounds silly, and the law is not a silly business.
But the lawyers I know who have figured out how to use Twitter effectively consider it a great tool for engaging potential clients and referral sources in casual conversation, which can lead to serious business.
Social media marketing is all about engagement, which means it’s not enough to just push messages out there – you need to know what to send, when to send it and how often.
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A new study out by Buddy Media, a social media technology firm, analyzed user engagement on Twitter from more than 320 businesses active on the social network. Measuring reply, Retweet and engagement rates, they have developed a best practices guide for using Twitter:
- Tweet 4x/day or less
- Use fewer than 100 characters per Tweet
- Add links to Tweets to get higher Retweet rates – Tweets containing links get 86% higher Retweet rates
- Make sure the links are clickable by including a space before the URL
- Tweet on the weekends – engagement rates are 17% higher then
- Engage with followers during “busy hours” of 7 a.m. to 8 p.m.
- Include hashtags in your Tweets, but no more than 2 per Tweet – Tweets with hashtags get twice the engagement
- Add links to images to increase engagement – Tweets with image links enjoy twice the engagement rate than those without.
- Use the word “Retweet” as a call-to-action to prompt your followers to share – Tweets that ask followers to Retweet receive 12x higher Retweet rates
With more than 140 million active users, Twitter is a major social media network attorneys should not ignore. Twitter can be a highly useful law firm marketing tool for attorneys to promote their blogs and other thought leadership content. Since Twitter is essentially a micro-blogging site, the same rules apply: create unique, original content that adds value, and your audience will respond.
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