LAWYERS: Don’t let Twitter become a Big F-A-T distraction
Ask yourself this simple question: “What did you do before Twitter came along?”
- Sent brochures.
- Sent marketing literature.
- Sent emails.
- Attended events.
- Used the telephone to speak to existing and prospective clients.
- Key note speaking.
- Published articles or produced advertorial.
- Networked furiously within your firm.
Now you may still be doing all this stuff but I would wager that you believe a few of these are out of date, a waste of time and you can dispense with them at some stage in the near future.
For me Twitter can sometimes feel like a Bright lamp that you leave on where the window is left open and all of a sudden you get a whole heap of rather attractive creatures flying at it and into it (sometimes with devastating consequences).
In Social Media land I call this “The Fascination Factor”. You don’t really know why you are trying out this new device or platform but you feel you ought to because everyone else is doing so.
My advice – think carefully about the mix of other work that you could otherwise be doing.
Ask yourself how long each tweet takes to compose and scale that up over the course of a year. If you feel that it is not about the results but the conversation then of course carry on with it; but my own sense is that those people that are on Twitter – and I include myself in this – who are doing so to earn attention, even if there might not be a financial reward, are probably in the minority.
If you are going to embark on feeding Twitter then think about the people you are trying to reach and make sure that enough of them are on Twitter and willing to engage in meaningful dialogue. Have some clear objectives and ask yourself what success will look like in 6-12 months time.
If you don’t have something to wrap around your engagement then it is likely that the Fascination Factor may well turn into a Venus Fly trap and you will have wasted a massive amount of time that you might otherwise have been spent doing much more productive things.
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