The issue has been joined. Larry Bodine raised quite a ruckus when he concluded that twitter was a marketing waste. He then compounded the challenge when he reiterated his views at Law.Com’s Legal Technology page. It was more than Kevin O’Keefe could stand, and his head exploded all over the front page of Real Lawyer Have Blogs.
Bodine’s post is directed at the areas he considers most fruitful for those who prefer to walk the streets in hotpants.
You could hear the collective groan when Twitter made the cover of Time magazine and marketers realized that they had to become familiar with yet another online medium. There’s Facebook, MySpace, Naymz, Spoke, Plaxo, LinkedIn, Martindale Connected, Legal OnRamp, JD Supra and listservs, to name a few online social networks. It seems overwhelming.
The good news is that marketers and lawyers can ignore most of them.
Or lawyers can ignore marketers, but that’s just my two cents. Larry then launches into his “things to ignore” mode.
• Begin by eliminating the time-wasters — and in my opinion, the primary example is Twitter. Consider this. A new study by Pear Analytics found that: 40 percent of the tweets on Twitter were “total pointless babble.”
• 10 percent of Twitter users account for over 90 percent of tweets, according to Harvard Business School.
• Among people with a Twitter account, 60 percent drop out after one month and never come back, according to Neilsen Wire.
• 55 percent have never posted a tweet, according to HubSpot.com.
This is where things get dicey. It’s not really about loving or hating twitter, but where to effectively market. Every 12 seconds, a new site opens that proclaims itself to be the “industry leader,” a curious claim given that the totality of their existence is 12 seconds. But hey, we’re talking marketing here so there’s no room for truth or accuracy.
Lexblog’s Kevin O’Keefe is an unabashed cheerleader of twitter. He loves it. He believes in it. He promotes it with a vigor that most men reserve for marital bliss. Maybe even more vigor than that.
The first third of the article went way out of its way to belittle the power of Twitter as a relationship building and networking tool. This should comes as no surprise as the author of the article is making a name for himself in bashing twitter.
Based on the results I am hearing lawyers are getting by building relationships through Twitter, and getting clients as a result, I am beginning to think that Twitter offers the highest ROI of any networking/relationship building tool.
I suppose if Legal Technology News were around in the days of Alexander Graham Bell, they’d be siding with the lawyers who thought a lawyer’s use of a phone in rendering legal services was clearly unprofessional and, of course, unethical. A small group of radical lawyers decided to use the phone, probably for perceived mindless babble.
Smack. The only thing missing from Kevin’s retort is “Bodine, you ignorant slut.” But what really riled him up isn’t Bodine’s position, but that it appeared on the Legal Technology page of Law.com.
Perhaps I shouldn’t get worked up about misguided advice from someone who I don’t believe understands Twitter, but Legal Technology News decided to the run the story. A story that will passed around by managing partners and chief marketing officers clinging to the past. A story that will needlessly keep the legal profession lagging behind the industries, corporations, and consumers we serve. That’s a disservice to the American lawyer.
A disservice to the American lawyer? Well, that may be a stretch, considering the entirety of marketing is a disservice to the American lawyer, including turning twitter into part of the vast cesspool of legal marketing. But again, that’s just my two cents.
Enter Monica Bay at the
Common Scold, who also happens to be the editor of
Law Technology News for ALM. Monica jumped into the middle (fully clothed, however), with this:
Oh please.
1. For starters, get your facts right, Kevin: This article never ran in Law Technology News. It did, however, run in an ALM newsletter, and was picked up on Law.com’s Legal Technology site.
2. Larry Bodine (who Kevin declines to ID in his post) is a member of the LTN Editorial Advisory Board, and often writes controversial articles that get everybody talking and thinking. This is a good thing.
3. As for whether LTN — or any other ALM entity — should have run the article: The last time I checked, LTN (and ALM) readers [lawyers, IT professionals, paralegals, GC, vendors, et al] are smart, savvy, and like to debate.
Nothing like patting yourself (and your readers) on the back a bit, there, while just a tad overly defensive. I sure hope you didn’t hurt anything with that extended reach.
In fact, I WANT all points of view in LTN, because that’s how we best serve the entire spectrum of our wonderful legal community.
That’s why I choose a wide array of articles (and opinions). And why I regularly participate in panels discussing important technology trends and issues. Oh yeah, btw, O’Keefe participated on two recent ALM panels that I moderated, talking about how lawyers can use Twitter (LegalTech NY 09 and LegalTech West Coast 09).
All points of view includes Kevin’s throw down to Larry, who didn’t ask for any help in fighting off the forces of O’Keefe. Larry’s stance is clearly controversial in the face of the many voices trying to make a buck off lawyers and twitter, or the techno-lawyer-cheerleaders who have enough free time on their hands to travel from conference to conference proclaiming how twitter built them a huge law practice, and how for a very reasonable fee they can do the same for yours.
For observers of this intramural war, this is hugely amusing. I’ve come to enjoy twitter, which grows on you (fungus analogy intended) provided you don’t get caught up in the whole follower number deal. There is no prize, by the way, for
the lawyer with the most followers.Like Kevin, I’ve heard of some lawyers who claim to be
making millions off twitter, though their claims seem entirely contingent on a couple of anomalous factors. The first is that they are in a very narrow niche practice in a peculiar place, where lawyers around the country need to find someone to meet unusual criteria and aren’t too picky when it comes to the competence of the lawyers to whom they refer cases. Twitter thus serves as an alternative way of finding the oddballs.
The other factor is that twitter, at 140 characters, prevents lawyers from coming off too stupid. There’s only so much stupidity one can fit into a twit. Blog posts, on the other hand, have enormous capacity for proving that a lawyer is an idiot. Even a half-witted lawyer can feign a modicum of competence by merely retwitting articles within his niche, thus completely concealing any glaring gap by living off the work of others. These lawyers are the
remoras free-riding on the backs of sharks.
But there are more “lawyers” who think their futures are bound in becoming social media experts, and twitter is an opportunity for them to rake in the dough by teaching lawyers who are incapable of figuring out how to market themselves in 140 characters.
Personally, I hope Larry Bodine wins the day, not because I believe that he’s right (though I do) but for purely selfish reasons. Wouldn’t it be really nice if there was one online street where you didn’t have to dodge the girls in hotpants asking if you want to go on a date?