Law Firm Marketing: How Twitter’s Expanded Character Limit Can Benefit Law Firms

With roughly 330 million active users, Twitter remains a powerful social media channel for lawyers and law firms to utilize as part of their overall law firm marketing strategy. However, many law firms fail to leverage this highly influential marketing tool to their maximum benefit. That may change however, as Twitter recently doubled its character limit from 140 to 280.

Why the Increased Character Count Matters to Law Firms

Following a trial in which the character count for tweets was increased from 140 to 280, the results were favorable enough to compel Twitter to increase the limit for most users. One reason? Those who tweeted longer posts experienced greater engagement.

In fact, according to a blog post by Twitter Product Manager Aliza Rosen, “people who had more room to Tweet received more engagement (Likes, Retweets, @mentions), got more followers, and spent more time on Twitter. People in the experiment told us that a higher character limit made them feel more satisfied with how they expressed themselves on Twitter, their ability to find good content, and Twitter overall.”

This should come as good news to law firms, which more than most professions, depend upon being able to articulate exactly what they want to convey. This of course, proved challenging with the previous 140 character limit. So, with more room to say what you want, if you’re not using Twitter for your law firm marketing efforts, it’s time to ask yourself why.

Here’s a reminder of the benefits that law firms can reap from using Twitter.

  • Connect with the media on a direct level
  • Distribute news articles regarding cases you’re working on
  • Educate your audience about your practice area
  • Network with other attorneys in the same practice areas for potential co-counsel opportunities
  • Publicize your victories (press releases, awards, large verdicts or settlements)
  • Reach potential clients
  • Share firm news (new hires, firm milestones, new offices, etc.)

Since there is no need to worry about abandoning a tweet because you just can’t condense it enough, or fear that your message may be misinterpreted because you had to abbreviate so many words, there’s never been a better time for law firms to begin tweeting or reengaging with your audience through Twitter.

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