I love Twitter. It’s a great tool for all kinds of communication, formal and informal, broad and narrow, business and personal, smart and, well, not so smart. But is it the ne plus ultra of professional communication? Will it revolutionize the world of legal marketing? Kevin O’Keefe thinks so. Scott Greenfield seems to think not. In many ways it already has, if only because it allows me to communicate directly with people who are interested in the things I find important, people I would never have an opportunity to know without Twitter.
But Twitter isn't 'enry 'iggins or Richard Avedon, transforming the ugly duckling into a supermodel with the click of a mouse. Your 140-character witticisms and deep thoughts and pearls of wisdom don't pass through a clever or intelligence filter between your keyboard and the screens of your followers. Behind every tweet you still need substance, you still must have something to say that others find valuable. If you don’t, Twitter isn't going to help. So lawyers (and accountants and PR flacks and sales execs) that didn't have value to share with the rest of the world before Twitter are most likely not going to have much value to share with the Twitosphere. That’s really the bottom line, isn't it? You have to bring something to the table if you want Twitter to change the way you market your services. Twitter is revolutionary because it provides access – to ideas, to people and professionals, to cultures and beliefs, to just about anything that exists. It's up to you to find the good ones, and to make sure that your tweets add value to the conversation. Like it's always been done.