A couple of weeks ago, ReadWriteWeb posted on Twitter's Kevin Thau (he's Vice President of Business and Corporate Development for Twitter.Com) big announcement during Nokia World 2010 that Twitter isn't a social media site so much as it is a news site. That's right: a source for breaking news on the web.
Now, there's lots of commentary at ReadWriteWeb about Mr. Thau's promotion of Twitter as a news feed (41 comments as I type this) and you may have your own two cents' worth on this issue.
My Clients Don't Respect Twitter as Social Media - They Use it to Share Information (i.e., as a News Feed)
Most of my law firm clients either know zip about Twitter - or they know something about it because their kids tweet. Many lawyers that do know about Twitter consider it silly, something that self-absorbed people do with too much time on their hands. Who has time for it?
Clients that are acquainted with Twitter don't use it for discussion. They zip bursts of information onto Twitter, tweeting about firm news, new blog posts, and the like. From the comments on ReadWriteWeb, this seems to be the experience of many other individuals out there: "no discussion" is a common refrain by the commenters.
Discussion vs. Information: The Fork in Twitter's Road
Which means that Twitter needs to be seen as a news source, because that absence of discussion is sorta a death knell for a site touting itself a social media application. Which is fine, because I think that Twitter IS a news source. I recommend that my clients set up professional Twitter accounts and tweet regularly about business topics.
Tweets as free, fast news releases: the Jackson Walker example.
Especially law firms; after all, consider Jackson Walker. Jackson Walker was fast to jump on the Twitter train and provides an excellent example of how tweeting is beneficial for law firms and other companies.
Today, for example, Jackson Walker is tweeting its congratulations to the 40 firm lawyers that have been named 2010 Super Lawyers, with the tweet providing a link to more information. Smart. Tweet as news release.
MSNBC's Breaking News vs. Twitter Trends
Breaking News, an MSNBC attempt to follow Twitter and organize news stories, isn't the best source of breaking news in my experience. I've found that actually following trending tweets, or searching for a specific phrase regarding a news story, does give me the latest information on a news story.
The Trends tool is especially useful on Twitter, since you can choose its scope -- from national news down to your local community. Handy.
Often, it's Twitter Trending Topics are the most interesting, as well -- people tweeting from the hurricane's path, the football stadium, the crash site. Remember following the Balloon Boy on Twitter?
The Bottom Line: Consider Twitter as a News Source -- Because Twitter is a News Feed.
Twitter is a good news source. Smart to start promoting as such -- because here's where Twitter really provides a unique, valuable service for us all.
8/13/10
Law.Com: Tim Corcoran Writes About Law Firm Blogs as Marketing Tools
There's an article at Law.com today which is worth your time: it's entitled "Marketing Your Law Practice With a Blog," and it's written by Timothy B. Corcoran, the man responsible for the site's Marketing the Law Firm newsletter as well as Corcoran's Business of Law blog. Two things to take away from today's read:
1. The Importance of a Savvy Ghostwriter for Law Firm Blogs.
Corcoran discusses content and the need for blog posts to give a glimpse into the blogger's personality and character. He doesn't dismiss ghostwriting, but he suggests that ghostwriting doesn't provide this vital component.
I think he's partially right: most don't. Ghostwritten blog posts need to be written by writers who understand the lawyer's (or law firm's) worldview and can write from that perspective. To me, this means not only does the ghostwriter need to understand both (1) the law and (2) the practice of law but the ghostwriter needs to take the time to get to know (3) their client, the attorney that's hired them to write those posts.
For example, I've written posts for an attorney who is an active and outspoken Libertarian. I'm not a Libertarian, but I understand his political outlook; we've discussed the approach he wants to take with his blog posts; and he's very happy with the aggressive stance his posts have taken on a variety of legal issues. It's a compliment when your client tells you that "this is exactly what I'd write if I could figure out how to do this [blog]."
2. Return on Investment On Law Firm Social Media Can't Be Measured By Number of Widgets Sold
Corcoran also writes on the vital issue of financial investment. How to measure the return on a law firm's blogging dollars is a big concern to many -- and there are lots and lots of articles out there giving mathematical formulas and MadMen ratios to explain how a dollar spent in this month should return this many client revenue dollars by X month.
I think Corcoran provides needed guidance on Law Firm Social Media ROI. Law firms have never sold products, they've sold services. Professional services. The attempts to fit law firm social media techniques into standardized products' marketing formulas is simply trying to wedge square pegs into round holes. Doesn't work.
So, how to insure you're not throwing good money after bad? Read what Mr. Corcoran has to say, for one thing.
1. The Importance of a Savvy Ghostwriter for Law Firm Blogs.
Corcoran discusses content and the need for blog posts to give a glimpse into the blogger's personality and character. He doesn't dismiss ghostwriting, but he suggests that ghostwriting doesn't provide this vital component.
I think he's partially right: most don't. Ghostwritten blog posts need to be written by writers who understand the lawyer's (or law firm's) worldview and can write from that perspective. To me, this means not only does the ghostwriter need to understand both (1) the law and (2) the practice of law but the ghostwriter needs to take the time to get to know (3) their client, the attorney that's hired them to write those posts.
For example, I've written posts for an attorney who is an active and outspoken Libertarian. I'm not a Libertarian, but I understand his political outlook; we've discussed the approach he wants to take with his blog posts; and he's very happy with the aggressive stance his posts have taken on a variety of legal issues. It's a compliment when your client tells you that "this is exactly what I'd write if I could figure out how to do this [blog]."
2. Return on Investment On Law Firm Social Media Can't Be Measured By Number of Widgets Sold
Corcoran also writes on the vital issue of financial investment. How to measure the return on a law firm's blogging dollars is a big concern to many -- and there are lots and lots of articles out there giving mathematical formulas and MadMen ratios to explain how a dollar spent in this month should return this many client revenue dollars by X month.
I think Corcoran provides needed guidance on Law Firm Social Media ROI. Law firms have never sold products, they've sold services. Professional services. The attempts to fit law firm social media techniques into standardized products' marketing formulas is simply trying to wedge square pegs into round holes. Doesn't work.
So, how to insure you're not throwing good money after bad? Read what Mr. Corcoran has to say, for one thing.
7/30/10
Public Domain - The Best Source for Images or Content to Use on Your Blog
The U.S. Copyright Office defines "public domain" as a work "...no longer under copyright protection or if it failed to meet the requirements for copyright protection." The public domain also includes works where the creator has freely released the work into the public domain.
On the web, lots of people freely release their copyright in order to expose their talent and their work as widely as possible. Anything -- content, software, images, fonts, videos, etc. -- in the public domain may be used freely by anyone without contacting or gaining the permission of the originator.
Finding Images and Content in the Public Domain
1. Searching for "public domain" along with various words or phrases that you are seeking is an easy enough way to find free images and content on the web.
Looking for an image of Abraham Lincoln? Google "public domain image Abraham Lincoln," and you'll find the photo of President Lincoln shown above. (The Library of Congress has been kind enough to upload it for us.)
2. Wikipedia has also provided an online list of links that provide free, public domain images -- a list that is continually growing. It is an excellent resource. (One of my favorites is Wikimedia Commons.)
3. Again, Wikipedia provides a long and growing online list of links providing free, public domain content -- worldwide. It includes links to huge public domain content collections such as Project Guttenberg.
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