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Suggestions for Law Firms on Twitter, Part 2: Maintain a Superior Twitter Image

March 10, 2010

Once you’ve decided you or your firm will tweet, it’s time to build an image with your Twitter page.  Here’s just a few simple tips:

Don’t Just Tweet Your Brand: Brand Your Twitter

Twitter only gives you a few options in this vein, so its important to use them effectively.

A flat, solid colored background is only valuable if you’ve branded your firm using that color forever.  Use a background image that conveys professionalism and is consistent with your website and other promotional materials.  Your profile picture (the small thumbnail that posts alongside all of your tweets) should include your firm name, or some symbol followers will quickly recognize as your firm’s image.

Twitter allows minimal customization of sidebar, text and link colors.  Make sure the custom colors you choose don’t clash with the background or make text hard to read.

Good examples of well-crafted Twitter accounts are Patton Boggs LLP and Fulbright & Jaworski L.L.P., each for their own reasons.

Look at the Patton Boggs Twitter page; notice that the background image is interesting but not distracting.  The colors of the background nicely match the profile image.  Their brand name is included in the background, the profile picture, and the bio, reinforcing the brand.  Some might think it is overkill, but I disagree.

The Fulbright page goes even further.  The background is dynamic, with an image of each city in which one of their offices is located.  It’s a clever use of space, even if a bit cluttered.  Fulbright’s page uses font and background colors that coordinate very well with their website.  The biggest standout on Fulbright’s Twitter account is their profile image.  “Think Fulbright” is an effective slogan, and it’s made all the more effective by its brevity.

It’s also important to craft a short and pointed Bio line.  Look again at Patton Boggs: “A full-service law firm, Patton Boggs LLP is a national leader in public policy, litigation, IP and business law.”  It includes specialties, and describes their firm as a national leader and does it in 112 characters.  Well done.

Don’t Just Camp Your Brand: Tweet!

I’ve crafted a list of law firms with Twitter pages (let me know if I’ve forgotten any, or yours, and I will add it).  While building this list, I noticed that many, if not most, of the biggest law firms never Tweet.

Check out these accounts: Skadden, Arps, Slate, Meagher & Flom LLP & Affiliates; Arnold & Porter LLP; and Jones Day.  What do you notice they have in common?  Yes, they are top law firms, but more germane is that none of them have ever posted a tweet.  Why?  They might not understand the value of Twitter, or may not be comfortable dealing with the ethical rules lawyers and law firms face when dealing with the public.  They should jump on the bandwagon, though.  Twitter can be very effective in reaching vast and diverse audiences, and it’s free!

Tweet in Plain English

This one is pretty obvious.  You only get 140 characters, so don’t waste them with Latin, legalese, or convoluted language.

See the previous post for Suggestions for Law Firms on Twitter, Part 1: Mind the Ethics Rules and the the next post for Suggestions for Law Firms on Twitter, Part 3: Keep up Your Presence.

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