According to Larry Bodine, who should know whereof he speaks, Twitter is “not effective for law firm marketing” and in fact can do positive harm
While his analysis seems sound, I don’t use Twitter for marketing, but for fun and, as I read his article, it emphasised how I do not use Twitter as is apparently expected:
1: I do not seek to follow a large number of people – I started using Twitter as a way of keeping in touch with my children while they were abroad, and have added people that I find interesting for one reason or another. I see no point in following people who do not have similar interests, etc, unless they are inherently interesting
2: I do not seek a large number of followers: I’m not trying to change the world or people’s opinions – that said, I do use Twitter to “announce” new blog posts, such as this one, so maybe I’m not being entirely honest with myself!
3: I tend to follow local people, rather than far-flung Tweeters – I enjoy collecting (and distributing) local information – or people I know of in another context. It seems that many of those who follow me (for a while) have no particular reason to, but perhaps they are just trying me out (and finding me wanting, no doubt!)
It seems that Twitter has a “miserable” retention rate of 40% – for a networking tool that is tightly limited by its very nature, I’d say that’s a pretty good retention rate. And, as Bodine himself admits, Twitter “is just a blip on the radar right now” – it may have staying power or it may not, but if it does I hope it will be as a social tool, not as a marketing one