Taking a More Nuanced Approach to Twitter and Law Firm Marketing
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The old question of, "Does Twitter work for law firms?" is far too broad. New research indicates attorneys need to use a more nuanced approach to answering that question. Basically, it comes down to "it depends."
New research from the Pew Internet & American Life Project reveals who is most likely to be using Twitter:
Young adults – 14 percent of those surveyed who were ages 18-29 use Twitter as compared with just 7 percent who were ages 30-49, 6 percent for the 50-64 age group and 4 percent of those over 65. Conclusion? Twitter will likely work better for personal injury attorneys than estate planning lawyers.
Women – 10 percent of women surveyed use Twitter as compared to 7 percent of men.
Education – 9 percent of those surveyed who use Twitter have college degrees; 5 percent have a high school diploma.
Minorities – 18 percent of Hispanics and 13 percent of African-Americans surveyed use Twitter, compared with 5 percent of whites.
Urban dwellers – Twitter is used by 11 percent of those in urban areas, 8 percent in suburban areas and 5 percent by those who live in rural areas.
Income – The most likely Twitter users in the survey were households with less than $30,000 annual household income and those earning between $50-$75,000 annually. Less likely to be Twitter users are households with annual incomes between $30-$50,000 and over $75,000.
Understanding the dynamics of your target market will help you determine whether or not Twitter – or any other marketing vehicle – is a good choice for your law firm marketing efforts.
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