To Tweet or Not to Tweet?

By Tom McNichol

Social networking is sweeping the globe, from the streets of Tehran to the coffee shop down the block. And it's even penetrating that most technology resistant of citadels?law firms. Increasing numbers of attorneys are using social networking sites such as Facebook, LinkedIn, and Twitter to communicate with peers, swap information, and troll for prospective clients.

The social networking site getting the most buzz these days is Twitter, the free micro-blogging service with more than 30 million users that lets people send and receive short messages, or "tweets," as they're known. Brevity is essential in the tweeting world, because messages can be no longer than 140 characters, including spaces. That already puts loquacious lawyers at a disadvantage. If you think that you can't say much in 140 characters, well, you're right. Twitter is all about composing short, tightly packed bursts of information.

But just because Twitter proved to be a useful tool for Iranian protestors this summer doesn't mean it's a valuable service for everyone, or for lawyers in particular. The same tool that spread the word about a nation's thirst for open government is also used to give blow-by-blow accounts of shopping trips.

So, are attorneys using Twitter productively? Mark Matthews, senior attorney at Matthews & Associates in Southern California and a visiting assistant professor at Whittier Law School, heard the hype about Twitter and, like many, was deeply skeptical about its usefulness.

"When I first heard of Twitter, I thought it would be a complete waste of time," Matthews told me. "I'm not interested in sending messages letting people know that I had just finished my breakfast. But when someone told me about how they were using it for online conversation and how you can link to useful information, that's when I looked to see what it really could do."

Matthews began using Twitter as a vehicle to start discussions about one of his passions outside of law: politics. As a law professor and practicing attorney, he wasn't comfortable talking politics with either students or clients. He had a Facebook page, but that was mostly for personal information and to make connections with friends. He also had a LinkedIn page, but that was devoted mostly to his law practice. Twitter ended up being the perfect vehicle for exchanging political views with like-minded people, as well as not-so-like-minded ones.

"Twitter is an easy avenue to talk to people about political things as well as legal issues, because there's always a lot of overlap between the two," says Matthews. "Twitter has led to a lot of great conversations with people who think very differently than I do. I've made contacts with people in the legal community and in politics on the local and national level."

Matthews has become something of a serial Tweeter, wracking up more than 8,000 tweets in six months and attracting more than 40,000 "followers." (Many followers, it should be noted, are simply returning the favor?Matthews himself follows more than 47,000 people on Twitter.) Matthews makes a point not to tweet about the mundane (putting him out of step with millions of Twitter users), and often includes links to interesting news articles or information nuggets that he's come across. It has expanded his network of online contacts, which may end up being good for business.

"I'm surprised at the number of legal inquiries I get on Twitter?probably one or two questions a week," says Matthews. "So far, none of them have turned into work for me, because they're usually in a different state or jurisdiction. But I have referred people to other attorneys and organizations, so I always figure sometime down the road when those attorneys need something in my jurisdiction, it's going to come back around."

Call it Twitter karma.

A good way to see what other lawyers are doing with Twitter is to visit a site called LexTweet (lextweet.com). There you'll find attorneys tweeting about serious legal matters ("Massachusetts revamping criminal legislation?" asks a user named TotalDefense, who supplies a link to a news story), as well as, uh, less serious matters ("Celebrating my parents 58th Wedding Anniversary this morning!!! - - Great pic!," tweets another).

In many respects, social networking tools like Twitter are simply a virtual version of the cocktail hour. It's a way to let strangers know that you exist, that you're a lawyer, and that you would welcome their business should they ever need legal services.

"Twitter is really just a way to get your name out there," says Matthews. "It's not going to be something that markets a practice significantly. It's the same as when I meet people socially, they find out I'm an attorney, I give them my business card, and they may never call me. Or, a year later, they'll call with a question. Online, it's the same idea of having a presence, and having an easy way for people to contact you. And if it turns into work that someone's going to pay me for, great."

It remains to be seen whether Twitter is more like the Web, a revolutionary online tool that's here to stay, or like CB radio, a passing fad that quickly became dated and downright embarrassing. On the one hand, Twitter's growth in popularity of late has been nothing short of phenomenal. With more than 23 million monthly visits, Twitter is by far the fastest-growing social networking site on the planet. However, Twitter's usage patterns are already shaping up to be very different from other social networks'. A recent study found that the median number of lifetime tweets per user is one, and that more than half of all Twitter users tweet less than once every two months. Moreover, many users try Twitter for a short period and then completely abandon it. Only 40 percent of Twitter users are retained month to month.

Still, Twitter remains popular because it attracts so many new users to replace the ones who bail. Sooner or later, though, everyone who's likely to try Twitter will have done so. And then it will become clear whether Twitter is here to stay?or if it's 10-4 good buddy, over and out.

So far, Twitter users seem to fall into two groups: those who hardly ever use the service, and those who tweet like mad. For the latter group, it's important to make sure that tweeting doesn't get in the way of income-producing activity.

"It's easy to blow too much time accomplishing nothing on a social network," admits Matthews. "I see that as the biggest danger of Twitter and the other social networks. If I'm using this as a marketing tool, it has to be helping me more than hurting me."

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