From Gavel to Hashtag: Mastering Twitter for Law Firms

“Twitter for attorneys” may seem like an odd concept at first glance. After all, social media sites are used mainly as platforms where people can share personal opinions or aspects of their lives. As such, it sounds strange for actual lawyers and law firms to visit the site as often as the average Twitter user. However, this may not seem too farfetched when considering Twitter a potential hub where businesses can launch their digital marketing efforts.

Although its total number of users varies annually, Twitter remains one of the most well-known platforms on the internet. Though it was rebranded as X in July 2023, most people still refer to it by its original name, with posts still being called “Tweets.” As of the early months of 2024, Twitter has 335.7 million users worldwide. The United States alone has over 95 million Twitter users, the most out of any country.

The question is, what are the benefits of using Twitter for businesses? Primarily, professionals have the opportunity to attract numerous clients due to the number of people on the platform. From here, it is just a matter of figuring out how to grow on Twitter. This can be done by:

• Promoting one’s goods or services;

• Tweeting questions or opinions regarding recent or current events;

• Uploading and sharing content for others to retweet;

• Creating polls to gauge the interests of one’s followers. 

Lawyers and law firms are free to use the same methods when expanding their reach on social media. By Tweeting and engaging with Twitter demographics that can become part of their clientele, they can dispel part of the seriousness that makes the field of law intimidating to most people. In addition, they can craft their brand and image with the right content and Tweets while establishing more connections with their peers in the industry.

Twitter Basics for Attorneys

Setting up a Twitter account as a lawyer is basically the same as setting up a personal account. You must provide basic information such as your name, contact number, and e-mail address. Afterward, you can tweak your account settings to adjust your discoverability and determine the type of content you wish to post on your feed.

Setting Up Your Attorney Profile

Other users are likely to check out a person's Twitter profile after coming across their Tweets. Because of this, you must ensure that your profile is presentable and professional. You can start by choosing a clean and formal profile picture that makes it easy to distinguish. For this, you can use a headshot from your firm’s website or your work account.

Afterward, you can start creating your bio, consisting of up to 160 characters. Here, you can list down your main practice areas, provide your firm's name, and attach a link to its website. If you have any legal certifications, you may mention them as well.

In addition, you can put a personal touch on your bio by mentioning your endeavors outside of work, such as:

• Authoring a book or study;

• Being part of an organization;

• Being a professor at a local university.

Lastly, you can personalize your Twitter “handle” or username to make you more identifiable and add a sense of professionalism to your profile. For this, you can use your name alongside your firm's name.

Navigating Twitter’s Various Features

After polishing your profile, you can learn how to promote on Twitter. You can start with a basic Tweet informing people of who you are and what they will likely find on your profile to supplement your bio. You may also look for other accounts related to the legal industry that you can follow. From here, you can begin commenting on these accounts’ Tweets or retweet them to keep followers engaged.

If a user asks a question on a Tweet, you can freely answer it using Twitter’s reply function. You can also show your followers the pages and Tweets you engage with by “liking” them. Users can then see these likes by checking your profile.

How to Build Your Law Firm’s Brand on Twitter

Once you have learned the basics of Tweeting and sharing posts, you can start figuring out how to grow on Twitter by focusing on your brand. This is doubly important because you will be promoting both yourself and your firm.

Step 1: Develop Your Attorney Voice

One important thing that a lawyer must focus on is developing their unique attorney voice on Twitter. This will serve as their “character” on the platform, helping them stand out among other lawyers and firms that discuss the same topics. Often, they can simply employ the same voice and approach that they use when speaking to clients in person.

You can find and develop your attorney voice based on:

• The demographics you are catering to;

• The topic you are discussing;

• The responses you receive from users.

You can also refer to the type of content that you post. For example, commenting on a recent issue or development lets you speak more casually. On the other hand, enumerating facts and figures may require you to stick with a serious, professional tone before commenting on them.

Lastly, remember to be consistent with your voice. This will help followers and users know that you manage your profile and are active in Tweeting and engaging on the site.

Step 2: Create Engaging Legal Content

Content is a major part of any marketing endeavor on any platform, with Twitter being no exception. You must figure out the type of content that you want to upload and share alongside your tweets for continued engagement. Potential strategies can include the following:

• Discuss known cases that fall within your practice area and field of expertise. This will allow you to fully own the content you are posting.

• Share updates or developments in the legal industry. You can find these by checking out posts from official accounts or browsing for news online.

• Conduct surveys or polls as a way of directly engaging with followers. You can respond to user comments on your polls and analyze the poll results to gain insights.

Visual content also works well when promoting one’s services or businesses. On Twitter, Tweets with videos generate 10 times more engagement than those without videos. In addition, users who employ video advertisements on the platform can save up to 50% in terms of cost per engagement. 

Lawyers can pay to advertise their videos on Twitter or directly upload them on their accounts for followers to view. Should you choose this option, keeping videos mobile-friendly and easy for users to understand is important. You can do this by adding subtitles or closed captions.

Step 3: Utilize Law-Related Hastags

Eventually, you can start experimenting with hashtags for your Tweets. These keywords and phrases have no spaces in between and are preceded by a number sign or hash mark (#). Tweets that have the same hashtag are automatically categorized together.

Because of this, hashtags allow users to look for Tweets about a certain topic or trend by searching for a specific hashtag that they have. On average, over 120 million hashtags are used on Twitter daily. Using one to two of them in a Tweet can improve a user’s engagement by at least 20%.

You can look for hashtags with legal themes by browsing among the Tweets of other attorneys, law firms, and organizations. Multiple hashtags can be used throughout different Tweets, particularly if they are long enough to become a thread.

Client Acquisition Tips for Lawyers on Twitter

Once a lawyer has secured a following, they can begin directing their efforts toward Twitter lead generation, client acquisition, and retention. While part of this is done through the use of Tweets and content, you can also look for leads outside of their profile and uploads.

Building and Nurturing Connections

Establishing connections with Twitter users goes a long way in attracting and retaining clients. You can do this by acknowledging their opinions, providing suggestions, and thanking them for sharing their insights. By showing interest in what they say, you present yourself as someone willing to guide them.

You can find potential interactions in comment sections or threads that discuss legal topics. However, remember to interact with users professionally. The way you communicate with them should be similar to the way you would interact with clients in person.

Tweeting About Your Legal Services

Another critical aspect of attracting clients on Twitter is not sounding too “salesy.” This means aggressively pitching your legal services with Tweets or comments to the point where you start turning off or discouraging clients instead of attracting them. Lawyers should remember that instead of directly promoting their services, they should establish client trust and communication.

The following are a few tips that you can use:

• Read and listen to your followers’ concerns closely. Take in the details of their problem or question, and ask supplementary questions if needed.

• If a user asks for assistance, suggest solutions grounded in real-life examples. Do not force the user to act.

• Explain the law in relation to a user’s concern and bring up legal options that they can use. Emphasize the freedom they have in choosing these options.

• Remember to use simple language. Refrain from using too much jargon.

• Pitch your services by explaining the assistance a user can get from you. Do not explicitly tell them to avail your services.

Tips on Monitoring Your Law Firm’s Twitter Performance

Using Twitter for lead generation is not the only consideration lawyers need to keep in mind. They should also measure the performance of their efforts to know whether they are working or not. This can help you adjust your future initiatives and guide you in planning a new approach if necessary.

Understanding Twitter Analytics

Twitter has an analytics function that allows users to measure their engagement and know their followers' demographics. They can also use the post activity dashboard to monitor their posts' likes, comments, and retweets. These options are made specifically to help users who wish to generate and maintain a following on the platform.

You can use one or both of these functions to check how often users and followers interact with your posts. You can also determine which Tweets or posts generate the most engagement. This will allow you to identify the topics or news that resonate the most with your followers. In addition, this can help you figure out how to adjust in areas that are lacking.

Responding to Feedback from Peers and Clients

Whenever a user or client leaves any feedback or review regarding your assistance, you need to acknowledge it. Reviews will show you whether your approach is working and if there are potential areas for improvement.

There are times, however, when a review might be more negative than usual by using abrasive language. Dealing with negative reviews can be jarring, as the public criticism can impact perceptions of your integrity and abilities as a legal professional. You can employ any of the following strategies to address such reviews:

• Address the review respectfully by acknowledging the person’s statements and apologizing for any professional shortcomings. On a personal note, treat it as an inspiration for improvement.

• If the review is inappropriate (for example, it uses foul language) and thus violates user guidelines, privately and politely ask the reviewer to remove it. If they do not respond, you can ask a moderator for its removal. Never respond in kind.

• Alternatively, you may ask the client if they are open to discussing the matter. Frame your response in such a way that you are offering to address their concerns if possible.

• If the review is not legitimate (for example, it was made by someone you never assisted or spoke to), you can simply ignore it. You can also request moderators to remove it.

Twitter Accounts Lawyers Should Follow

American Bar Association (@ABAesq)

This is the official account of the American Bar Association. It provides news, commentaries, and insights on daily matters within the legal industry. Lawyers may also follow ABA News (@ABANews) for reports on relevant developments.

United States Courts (@uscourts)

This is the official account of the United States Courts. Like the ABA, it delivers news reports and information regarding the country’s courts.

American Law Institute (@AmLawInst)

The American Law Institute is an independent national organization that produces scholarly works related to the country’s law. You can follow its account for news and updates concerning publications and known individuals in the legal field.

Association of American Law Schools (@TheAALS)

The Association of American Law Schools promotes the advancement of legal education in 176 schools throughout the country. Its account also shares updates and developments within the industry.

Boost Your Twitter Marketing Campaign with Expertise

Those who wish to refine their initiatives for Twitter lead generation can work with digital marketing agencies that dabble in the field. Expertise has a directory of companies that can help firms with search engine optimization and marketing projects. Other firms can work with clients in matters related to content and social media marketing.

FAQs on Twitter for Attorneys

• Can Tweets be considered legal advice?
• Can an attorney Tweet about their previous cases?
• Can an attorney have a personal account and a professional account on Twitter?