The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/163881
these tweets and any others from the event, always use designated hashtags (i.e., the short phrases or acronyms preceded by the symbol "#"). Hashtags act as hyperlinks that group together all related messages. Many conference or event attendees use hashtags exclusively to follow all relevant tweets. If you neglect the hashtag on a single tweet, your message will drop instantly out of the conversation. The same guideline applies to tagging. I perform research beforehand and create a list of all relevant individuals and organizations and their Twitter handles. Then, I use those handles liberally. Here's my rule of thumb: If you find yourself typing a proper noun, stop. Do a quick search to see if they are on Twitter. Don't feel pressure to tweet every word uttered during an event. Think like a reporter. What's newsworthy about this information? What's different or unique, and why should your audience care? Listen carefully for quick hits, strong opinions and colorful language. Preface each direct quote with the speaker's name or Twitter handle; social media is all about giving credit where it's due. As I tweet, I monitor the event's hashtag to see what fellow tweeters are saying. Be gracious with retweets, and reply to interesting comments or insights. End each reply with the hashtag. The conversation doesn't end when the event ends. When I'm back at the office, I take the time to go back and review everyone's tweets from the event, making sure I follow everyone who took part in the conversation. Tweeters can also use a free tool like Storify to collect and collate tweets, photos and video from an event. When a Storify is published, the application automatically notifies all the Twitter users quoted, spurring them to tweet a link to your document. SNAP HAPPY (AND SAVVY) Photo-based social media applications like Instagram and Pinterest have grown exponentially in recent years. The reasoning is simple: People are drawn to images. The morning after he won reelection, President Barack Obama issued a simple tweet: "Four more years." But the photo accompanying the message, that of him warmly embracing First Lady Michelle Obama at an Iowa campaign stop, instantly generated a response. The image was retweeted more than 800,000 times, beaming out a powerful message of victory, gratitude and optimism that went far beyond 140 characters. With the wide availability of camera phones, legal marketers and attorneys have the power to capture their view of the world and send it to their followers. It could be a snapshot of the speakers on a dais, a crowded CLE session or even a favorite restaurant dish. Explore the use of photo-editing apps. I like Snapseed (free) and Afterlight (99ยข), which allow you to crop, brighten and even straighten crooked snapshots. Law firms can also use photos to lift the curtain on law firm life. Thompson Coburn has shared images from an event we hosted for the Healthcare Businesswomen's Association, a party welcoming summer associates, a children's tour of downtown Chicago and even a tray of red-and-white cupcakes celebrating the St. Louis Cardinals' opening day. If your law firm hires a photographer for an event, or is lucky enough to have an in-house shutterbug, get more mileage from your investment by tweeting out some images. Bring your clients and guests into the picture [literally] by tagging them or their organizations. LIGHTS, PHONE, ACTION Somewhat surprisingly, social media platforms are just starting to venture into the wide world of video. Vine set the trend with its looping six-second videos; Twitter immediately saw the potential and scooped up the application before it even launched. Other video services quickly followed, each offering a few more seconds of footage: Tout (13 seconds), Instagram (15 seconds), Viddy (30 seconds) and Keek (36 seconds). I can start and stop filming, but beyond Instagram's hipsterfriendly filters, none of the services offer much in the way of editing. Because of those limitations, many social videos appear as herkyjerky clips of frenzied movement. Even major brands like McDonalds and General Electric are still figuring out how to use video with social media. The companies offer Vine animations that are creative but rudimentary, often using basic stop-motion animation. We've had some luck filming at social events that involved a lot of movement and activities. Social video may also hold some potential as part of a larger advertising or branding campaign. CHARGE UP In a pre-social media landscape, legal marketers, attorneys and law firms often had to rely on traditional media to gain exposure in the marketplace. When used thoughtfully, social media tools shatter those barriers and carve out a direct path from attorney to prospect. Never before have firms had a clearer, more accessible opportunity to present their strengths, knowledge and clientfocused legal approach. Don't linger in the back row any longer. Charge up your mobile device, march to the front of the room and capture the attention of your intended audience. Be timely and lively in your tweets, but, when possible, practice discretion when photographing mayors. Allison Spence is the Communications Manager at Thompson Coburn LLP in St. Louis. As an awardwinning legal journalist, Allison wrote stories about beleaguered public defenders, attorneys returning to practice after military service, and the sweet life of lawyer turned gourmet chocolatier. Allison now leads all internal and external communications, including social media strategy, for a 325-attorney firm. She can be contacted at aspence@thompsoncoburn.com and on Twitter @AllisonSpence1. Peer to Peer 47