I’ve now been on Twitter about 10 months and it has been well worth my time and efforts.  And, I highly encourage all of my law firm and other business clients to use Twitter with a goal in mind, a willingness to build relationships and to offer something of value to their followers, and a willingness (and patience) to structure their use of Twitter so that it is indeed a worthwhile business endeavor and smart use of their time.

I personally spend a good amount of time each week looking for people to follow who share interests of relevance to my profession, my law office consulting work and my passion as a certified mediator for alternative dispute resolution.  I also devote a good deal of time deleting followers who are not offering the kinds of information I am seeking on Twitter or who are obviously only there to offer repeated “commercials” of their products or services.

I have also deleted some well known experts in their field because more of their tweets than not are about some game they’re watching or what they’re cooking for dinner…..that’s all well and good if that’s how you want to use Twitter, but  I prefer to follow folks who keep their  personal “stuff” to a minimum.  Yes, I, too, occasionally tweet about a personal event or matter, but it’s not often and I plan to keep it that way.  If I ever want to just talk about my trip to the mall, what one of my horses or miniature donkeys latest antics have been or other personal things, I will create a new Twitter account for that purpose only.  I also delete anyone who gives tips on how to get thousands of followers.  I believe that tweeters who allow everyone and anyone to follow them just to flaunt a high number of followers may have unaddressed insecurity issues.

Thanks to a Twitter posting today by @EmailCopywriter, I was led to a blog post written by Ken McCarthy entitled “Twitter Without the BS.” And therein lies the primary point of this blog post (finally!) …. Reading Mr. McCarthey’s blog post is well worth your time.  Well done, sir!  My twittering via @lawbusinesstips is for business and educational purposes.  Mr. McCarthy’s post has re-enforced my opinion and  Twitter experience to date that it is indeed an effective “tool” for the business-minded tweeter (including  law firms) if used wisely for your intended purposes.

Let me know what you think and as always, thanks for sharing part of your busy day at LawBusinessTips.com.

My distaste for the word goes way back to my years as a legal assistant/paralegal/law office mgr. prior to earning my law degree.  In those times I learned that more than a few attorneys treated support staff disrespectfully and like second class citizens.  And all these years later, I’m still very alert to anything and everything that shows disrespect to our staff support members.  I’ve been out of law school 21 years now, a law office management adviser for almost 20 and have practiced law as well….and yet sadly, I still see evidence in some offices of demeaning and demoralizing behavior toward staff (e.g. a/k/a office bullies).  In my consulting work, legal work, my role as a mediator and in my seminars, any one that knows me knows I have always been an outspoken and strong voice for the proper treatment of legal support personnel…bottom line is that I have been there – done that! And also because of my years as a staff member and because of those with whom I’ve had the pleasure to know and work beside since, I have the utmost respect and appreciation for the enormous roles they play in a lawyers’ and law firm’s success.  I will continue advocating for the respectful and professional treatment of support staff as long as there’s breath in this ol’ body.

The truth is – whether we like it or not – the old two tier structure is indeed alive and well in too many law offices (attorneys who see themselves way up “there” on a pedestal and all the “n-ls” waaaaay down the ladder beneath the lofty esquires and “esquettes”).  It’s in these toxic offices where those in authority falsely begin to think (and act) like they are some how better than their lowly underlings.  This form of arrogance and the “I’m better than you” attitudes wreak havoc for workplace morale, productivity and stability.

When we are talked down to or otherwise treated as inferior, we know it — even if we don’t show it or complain about it.  There’s absolutely no way that a law firm is getting maximum productivity and/or quality work out of employees looked down upon by those in authority.  The most productive, solid, high quality teams are those made up of team members who feel and know they are valued and appreciated by leadership.  It is made clear that every single employee plays a critical role – no matter how small or how low on the totem pole – in the firm’s success stories.

Okay – back to where I started with all this many paragraphs ago…that “n-l” word that irritates the heck out of me…..do we call people non-architects, non-doctors, non-social workers, non-coaches, etc.?!  Of course not so why in the world  is the “n-l” word so frequently used?  And, worst of all, it’s usually legal personnel (e.g. attorneys, staff, State Bar employees,etc.) that use it.  I’ve been guilty of doing so as well in years past because it was the easiest word at the moment to describe a situation…however, a good while back, I vowed to avoid the “n-l” word.  So although it’s certainly not every one who uses the “n-l” word with a negative intent, why use it at all when there are so many other more respectful words from which we can choose (e.g. legal or law office staff members, legal staff personnel, legal assistants, support staff, etc.!)?

So the point of taking the time to share my thoughts on this subject (and thank you for sticking with me!) is to ask you to join me in finding other words that are far more respectful when we are talking about folks who are not licensed to practice law.  Just think of the looks I’d get from the receptionist at an accountant’s office if I were to ask, “Are you the non-CPA?”  Or, when calling my doctor’s office I said, “Hi, I’d like to speak with a non-doctor.”  Then again, it may be serve me well the next time I get a nasty, cold reception from a store or service provider employee as I could say to him or her, “Hello….is there a non-grouch here with whom I could speak?!”

Thanks for “listening” and please share your comments and experiences back at me!

1.It’s too early to tell whether it is a smart marketing tool for lawyers from a financial perspective.  Yes, Twitter’s been around several years, but for the most part, attorneys/firm are just now really taking notice and becoming active in the twittering world.

2.Yes, Twitter can be used as yet another excuse for resourceful procrastinators who want to avoid their “to do” lists.  As with any tempting distraction, self-discipline is the key as in plain ol’ common sense. This doesn’t mean, however, that it’s a waste of time for everyone.  Far from it in fact!

3.  IMHO twittering can benefit our marketing plan, but the word “plan” is the key one here….in other words, Twitter used as just one aspect of our comprehensive marketing plan may prove to be very profitable.  With that said, crystal clear guidelines should be established by the firm’s leadership as to how and what to “Tweet” as a representative of the firm.

4. Often we think marketing is not successful without clear evidence of a decent financial return from our efforts.  I believe, however, that Twitter– when and if structured smartly in tune with your goals– is a huge resource of quick information, leads and tips for folks.  I almost see it as a fast-moving, free, mini-continuing education course that never ends assuming, of course, that you’ve wisely structured who you’re following and who’s following you, etc.  This type of educational resource in itself makes individuals more marketable because they will be sharing worthwhile things learned on Twitter with their clients and prospective clients.  It would be hard if not impossible to quantify how much knowledge you may be gaining from your twittering time, but you will know very quickly if you are or are not learning things you may not have known otherwise. 

5. Finally, I would advise larger firms and legal departments that have decided to be on Twitter to designate just a few attorneys to be their reps on Twitter…perhaps only 2-4 individuals.   Establish clear guidelines and appoint one of the partners to monitor their Twitter activities.  Non-designated attorneys and staff should also be advised of the firm’s Twitter (and other social media) guidelines and most importantly, everyone must be held accountable to live within the guidelines established.  Without accountability and enforcement, why bother to create any guidelines or rules in the first place?

6.  In small firms, I suggest limiting time on Twitter to a designated amount of time each day or week.  This means, of course, that the small firm lawyer must also commit the necessary amount of self-discipline to stick to such a plan.  Twittering is fun, informative and entertaining.  Much, however, remains to be seen as to Twitter’s future, usefulness and value to lawyers and other businesses.  I personally think it’s too early to deem it of little value to a lawyer’s or firm’s marketing efforts.  We should, however, be re-assessing its value to our firms often to ensure it is indeed earning (and re-earning) its right to be a part of our comprehensive marketing plans.

Okay…those are my thoughts re Twitter’s place in marketing a law firm.  What about yours?