An award-winning lawyer, Zachary Andrew McEntyre serves as a partner at the Atlanta office of global law firm King & Spalding. In recognition of his work at the firm, Zachary Andrew McEntyre recently garnered placement on Daily Report’s On the Rise list, a selection of the 40 most promising Georgia lawyers under 40. The game has changed in the legal field, at least in terms of legal marketing. While young associates may not have the experience of their older peers, they have something that they can leverage toward their advantage that their predecessors did not have: Twitter. With hundreds of millions of monthly users in the United States, Twitter has become a possible marketplace for lawyers. With more Americans turning to social media before making decisions, Twitter presence has become more important for lawyers. But how can attorneys maximize the 140-character limit of Twitter posts? The first thing to think about is the marketing goal, which include prospective client search, website traffic redirection, reputation management, or engagement with industry leaders. Once the goal has been established, online activities can be tailored to achieve that goal. Given the character limit, Twitter marketers can take advantage of visuals, whether images or infographics, to extend the depth of their messsage. Using popular hashtags is also a simple but great way to take a particular tweet into a wide yet focused audience. Lastly, a call to action should be included, but those marketing a legal service should be careful about hard-selling calls to action, as Twitter is mainly an engagement platform.
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AuthorAn experienced commercial litigator, Zachary Andrew McEntyre currently serves as a senior associate in King & Spalding’s Atlanta. Archives
January 2018
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