If Your Friends Told You To Jump Off A Bridge

Jump off a bridgeHow many times does a kid get into trouble because of what his friend does, only to be asked this question?  

When I was young, I heard it regularly.  Maybe you did too, or you’ve said it to your little ones.  Funny how we don’t take out own advice.

Over the past few years I made it a habit to follow every lawyer and law firm I could find on Twitter.  There was so much I could learn from others, I reasoned.  Clearly they’d be sharing nuggets of wisdom that I could catch.

At the very least, I’d be able to figure out a few new tricks in watching how they worked the social media channels.

Thus far, it’s been … underwhelming.  Bots feeding links into the stream.  Auto-posting of entreaties to call for a free consultation about my problems (what those problems are, they seldom say).

Looking deeper I see no time when a tweet was sent from a platform other than one that is completely automated.

I’d say they were embarrassing themselves, but nobody’s seeing them.  Few followers, most of whom are other law firms auto-posting their crap.

Here’s the thing – if your marketing guru tells you that you MUST be on every social media platform, you need to ask WHY.  If the reason given is any variation of, “because everyone is on social media these days,” then it’s time for find someone else.

Use social media because that’s where your potential clients are.

Use social media because that’s where the journalists who cover the issues that concern you are hanging around.

Use social media because it’s good for your online visibility with the search engines.

But for the love of all that’s good and right in the world, don’t do it because someone says you should.

Image credit: cumi&ciki


  1. says

    I agree with all but the last one.

    Being good for search engines is why there is so much horrid crap from law firms clogging up the internet. It is something that can be put “out there” withotu much thought as to what goes into it. It’s the functional equivalent of being able to buy unlimited, cheap TV commercials on channels no one watches, but you still get some benefit out of it.

    My theory is that most lawyers are too lazy to put thought into what they do with social media so they mass produce junk.

  2. says


    Spot-on, as usual. People are so confused about social these days, and it’s being bandied about in the same way that ‘web 2.0′ was last year. The crowd is particularly scared because the almighty Googly Gods keep pointint to ‘social signals’ as the nexus for their SEO decisions, so everyone on the planet is rushing to get all the social juice they can. And I’m one of the lemmings. You are correct to keep bringing people back to earth with the mantra ‘compelling content, compelling content…’

  3. says

    I agree completely. I keep hearing “you need to be on Twitter” then I see most firms that have accounts are tweeting the local newspaper to their immediate family and maybe a neighbor (5 followers, following 500). Why?