Who has time to tweet? We're lawyers, not twitter-ers. Still, if you've embraced online marketing beyond a basic website (and you should), you probably have a Facebook and/or Twitter account for your office. From this account, you can post updates about the office, notes on victories or landmark cases, and if you blog (and you should), links to your posts.
The problem is, tweeting and status updating takes time. Sure, it's 140 characters or less so it shouldn't take time, though you do have to update regularly to stay relevant while avoiding procrastinating by Facebook stalking others or tripping on trillions of tweets. You'll also want to remain active throughout the day so that you have exposure to as many customers as possible (think the opposite of "out-of-sight, out-of-mind").
One final issue that you need to be aware of: the tweet (or News Feed) spammer. Customers hate nothing more than having their social media accounts bombarded by five or six straight tweets or updates by one person in a matter or seconds. It's better to spread those case updates and blog posts throughout the day.
That's a lot of twitter tasks and Facebook follies to handle, especially for someone who bills by the hour.
What's our favorite solution? BufferApp.
It's free (though the paid version has more features, of course), it times your tweets and updates, and it manages your Facebook, Twitter, and LinkedIn accounts from one handy screen. Much like the immortal Ron Popeil's infomercial rotisserie, you "set it, and forget it." You can buffer up to ten updates on the free version. These will be sent according to a preset schedule, such as every couple hours.
You appear to be constantly active, constantly updating, and constantly in the view of consumers without spamming them. Yet, it only took ten minutes to fill the buffer in the morning.
Of course, you could just have a paralegal or secretary push the social media updates, but are those dear under-paid, under-appreciated, and over-worked people going to remember to check and update every hour?
Another handy feature, available as a free add-on, is the extension for users of Google Chrome. The extension allows you to add a link to any open webpage, via a tweet or update, by clicking a single button. This is handy for sharing your own blog posts, interesting and relevant articles by others, or for sharing a useful resource, such as court websites where clients can check their case status.
This is an app that this blogger uses daily and loves so much that he wants to scream it from the rooftops. It has helped him build his own engaged social media audience and share stories with friends and best of all - it's freaking free! Pay (or Tweet) it forward, right?