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Do law firms need Twitter? Not if they're one of the most profitable firms in the nation.
It seems like everyone has a Twitter account, but remember: looks can be deceiving. For example, you should note that although many small law firms have Twitter accounts and prominently post on blogs and stay connected on Facebook, virtually none of the most profitable BigLaw firms in America use Twitter.
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Actually, many of the more famous law firms have basically done virtually nothing on the Twitter front. Casey Sullivan at Bloomberg (not to be confused with our Casey Sullivan at FindLaw) recently wrote a piece covering this very issue and examined the top 10 most profitable law firms' presence on Twitter -- or lack thereof. And this apparently isn't very surprising.
BigLaw: Only the Small Fry Needs Social Media
Why aren't large firms on Twitter? Don't they have large marketing budgets? Are they behind the times, or do they know something that smaller firms don't? Likely, it has a lot to do with the type of clients they're after.
It's true that some large firms have gotten a Twitter account, but they essentially haven't touched their accounts for years. Case in point is Wachtell Lipton, which joined Twitter in 2009 but decided to leave their account untouched like a plant one purchases but soon forgets and leaves in the corner to wither.
Possibly these firms are ahead of the game. After all, Twitter as a business continually struggles to attract and maintain users.
Why Use Twitter?
For most of us, Twitter is a standard part of our marketing schemes. And if it isn't, there are reasons why it should be. If nothing else, Twitter can easily connect you to the larger legal community.
Our take is that smaller firms need to use Twitter in order to build a recognized presence. Twitter for smaller firms and solos is a means of generating business. However, there's a big difference between using Twitter and using Twitter right. So be sure to check out our list of Twitter best practices before you launch your next social media campaign.
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