Twitter tools not updating

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They follow the feeds of other Twitter users they like, and of the clients and potential clients they hope (but are certainly not entitled to expect) will follow them back Here what’s critically important: not all of the reports and events that appear in a firm’s Twitter stream need to be (or should be) firm-sponsored or firm-delivered.If you restrict your links to firm news and events, you’re doing two things: you’re drastically restricting the scope and value of your Twitter feed to your readers, and you’re pretending that your clients live in a hermetically sealed environment where they don’t know about, can’t get, and wouldn’t want to hear about anything other than Wonderful You. More importantly, it’s not how social media works either.The open exchange of news, ideas, opinions and insights, conducted freely in order to share value and deepen knowledge, is at the heart of systems like Twitter.If something is good, you spread the word about it, regardless of where it came from, because your goal is that those who listen to you are enriched for doing so.Here’s what a typical law firm Twitter account contains: The firm’s Twitter feed is essentially a 140-character encapsulation and rebroadcast of its Media Page — and as a former member of the journalistic cabal, I can tell you that the Media Page is generally the most useless page on a law firm website, even (especially) for the media.These Twitter feeds assume that you, the reader, care exclusively about what the law firm and its lawyers are doing or saying.Updates deliver breaking news of interest to the firm’s clientele, or provide links to reports of interest and importance to clients’ industries, or spread the word about upcoming events and opportunities that could deliver value to clients.They RT (re-“tweet” — I’ll only use that verb in quotation marks) good updates from other Twitter accounts, ensuring that all the links in such RTs are valid and respectable.

The overall effect is that the Twitter feed is a micro-publishing entity, one driven by the interests of the audience but “brought to you by” the law firm.Even the happiest and most satisfied law firm client, though, would probably not derive much value out of a channel that features exactly one program, 24/7.These firms aren’t setting out to appear narcissistic and self-aggrandizing on purpose, even though that’s often the effect.Ontario IP firm Ridout & Maybee has a pretty good mix of its own work and links to useful and sometimes just plain interesting content elsewhere.I haven’t seen any large firm Twitter feeds I could recommend, but in fairness, when your client base is essentially “everyone,” it’s difficult to have a coherent editorial strategy for your social media communications.

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