By Joseph Raczynski

Editor’s note: Guest blogger Joseph Raczynski, an Applications Integrator for Thomson Reuters, Legal , is also a technology evangelist who specializes in social media and portal technology.  He also has been a consultant in web and wireless development.

Twitter: Mind the Gap

In the social media sphere within the legal industry there are several gaps which need attention.  One chief oversight is the under utilization of the broadcasting ability of Twitter.  In its most simplistic nascent form, Twitter is a megaphone.   “Payne & Suffrin, LLP wins medical case!”  “Partner Tom Thompson lands Megasaurus, LLC.”  As is outlined below, some firms are using Twitter in this capacity; however others remain silently “tweetless”.

The second more dynamic and critically important aspect of Twitter is the dialogue opened.  That is, when people are frustrated or elated typically they tweet about it.  Companies and firms alike who have products or clients should be fully cognizant of these musings.  The gesture by a firm in the form of a rapid reply satiates most because their tweet does not fall into the abyss.  The tweet becomes an actual conversation.  It is a perfect opportunity to engage and evolve the conversation into positivity, and in turn profit.  This is easily accomplished via Twitter Search and the myriad of applications that allow access to aggregated tweets about your company or firm.

Who is doing what with Twitter:

• Akin Gump Strauss Hauer & Feld is using Twitter to broadcast such announcements as wins, partner opinion on the international climate in the Middle East, and recaps of events on the Hill
• Howrey LLP transmits alerts regarding symposiums it hosts, awards won, and tasks forces created
• King & Spalding announces new clients, partner discussions, and blogs

While those firms are tapping into the potential, others seem to be on hold.  Firms such as Hogan Lovells, Holland & Knight, and Proskauer Rose have apparently parked their names and locked down their pages, protecting tweets.

Final thoughts to consider:

• Are you seeing twitter as an open dialogue?
• Do you search tweets to see what people are saying so you can respond?
• What resources do you dedicate to answering tweets?