Lawyers getting into social media all shoot for the big numbers. But do they matter?
As lawyer get into social media spaces such as Twitter, Facebook and LinkedIn they are rushing to get as many friends, followers and the like as possible. Every day I get a barrage of requests from lawyers to become a fan of their Facebook page, become friends, and connect on LinkedIn. I get followed on Twitter in droves – sometimes more than once as lawyers use tools that follow mass numbers of people and then un-follow them if there is no reciprocal follow.
They don’t realize this, but numbers simply don’t matter.
If you’ve got 50 really smart and strong people who follow you on Twitter and hang onto every word you utter, that’s far better than having 5,000 people following you but not paying attention at all. Look at it this way: if those 50 people were the most influential people in your field and they were looking to you as a source of wisdom and information, that would be a very good thing.
One thing that lots of people don’t realize is that there is a proliferation of spambots on Twitter. Those who have amassed large following on that platform have also accumulated a huge number of spammers. If having more spammers follow you on Twitter is your idea of a legal marketing strategy then you may want to rethink that.
Another point is that 71% of all status updates on Twitter are never seen. Let that sink in for a moment before we move on. Nearly 3 out of every 10 tweets you send out go into a black hole.
Why is that?