In this post I am going to compare the Twitter accounts of the top 5 UK law firms. From the data that I got their combined 2009 turnover was a staggering £5.5 Billion. So, I wanted to see what they have been up to with Twitter. Whether any of them have adopted it, tried it, have a strategy for it, and then properly resourcing it and executing their Twitter marketing plan.
This was the only Twitter account I could find for them. http://twitter.com/linklaters I am going to presume that this is not their Twitter account, but that someone has simply acquired their name. So, at present Linklaters don’t appear to be embracing Twitter
I could not find a Twitter account for them under the name Freshfields Bruckhaus Deringer. But as their website is just Freshfields, I tried that, and found this http://twitter.com/freshfields. Again, I am going to presume that this is not an official account of theirs, but someone simply grabbing their name. So at present it appears that they are not really embracing Twitter
Clifford Chance aka http://twitter.com/ccpressoffice
Clifford Chance have a Twitter account. It is their Press office simply pumping out and endless broadcast of the news from Clifford Chance. It has been on Twitter since 11th Dec 2009, and has acquired 335 followers. The logo is an escalator presumably leading into their office, and the Bio must have been completed in 3 seconds with no thought what so ever. My bet is that very little thought has gone into this. It has not been personalised in any way, the bio tells us very little, other than it is the Clifford Chance Press office.
Allen & Overy aka http://twitter.com/allenovery
Allen & Overy have a Twitter account, but yet again it has not been personalised in any way and the Bio probably took less than 3 seconds to fill out. To my mind they don’t have a strategy. They are simply broadcasting whatever they deem to be important all through one faceless and nameless account.
DLA Piper aka http://twitter.com/dla_piper_news
This is the DLA Piper Twitter account. They have gone for the News broadcasting approach. Again, not personalised, and an endless stream of news messages, which I suppose is to be expected from such an account.
So there you have it. These are the Twitter accounts of the top 5 law firms in the UK. They have all sadly missed the whole point of Twitter. At the end of the day, each of these firms have thousands and thousands of employees. They are probably out day and night networking, lunching, dining etc… to develop relationships with potential clients and people that will advocate and refer them. Many of them will also want to become more visible, write for papers and magazines, become speakers, authors, and generally demonstrate their expertise and knowledge to ultimately drive more business to their firm.
As I explain to all my clients, Twitter allows you to tell us who you are and not just what you do. All these firms should be harnessing and embracing their staff and encouraging them all to be on Twitter. Yes of course they should be properly trained, supported and given guidance and policies on what to do. Legal firms are no different to any other types of business. People want to do business with people they know like and have built up a relationship with. Twitter allows them to do all of this.
I would love to hear from any employees from these law firms on what is their Twitter strategy?