Twitter Fleets is a new way to establish your law firm’s brand on Twitter. A lot of eyes on Fleets could translate into a lot of eyes on your firm.
By Aron Solomon, Senior Digital Strategist
Lawyers who have been hesitant to establish a presence on Twitter often cite how permanent that nature of a tweet is. The development team at Twitter often heard this, and not just from lawyers. Last November, the company unveiled Twitter Fleets (yes, it’s supposed to rhyme with Tweets), which can be a whole new ball game in establishing your law firm’s brand on Twitter.
What Are Twitter Fleets?
Think of Fleets as fleeting tweets (cute, no?). You can “Fleet” text, reactions to Tweets, photos, or videos and they will disappear in 24 hours. If you’ve used Instagram Stories, it’s pretty much the same concept, just brand new to Twitter.
Why Did Twitter Build Fleets?
Twitter’s wanted to build something that could be part of their platform but as philosophically different as possible. So they went into some of their key markets (India, Brazil, South Korea, and Italy) to test the concept of Fleets.
Twitter observed that by creating a tool to share momentary (fleeting) thoughts, people not only found it an enjoyable way to share what was on their mind, but their level of Twitter engagement also increased, which is a clear win for the company.
By launching Fleets to a global audience, the real test comes now, along with a real opportunity for lawyers and law firms who want to be early adopters.
Five Ways for Lawyers to Powerfully Use Fleets
First of all, if you don’t yet have a Twitter account, you should sign up for one today.
- Fleet something fun you’ve been doing over these past few months. Have you improved at a sport, taken up a new hobby, or built something interesting? People like to see things that lawyers are passionate So maybe you’re fleeting a pic of the running shoes in which you trained for a triathlon or the new cast iron pan you bought for your cooking lessons.
- Fleet something people should know about your firm. Fleet some interesting fact about what you’ve achieved or what makes you Maybe a picture of your office view (home or the old office) or a nice team picture.
- Be clever and play along with the idea of impermanence. Since Fleets are fleeting, why not fleet about fleeting things? See – this CAN be fun.
- Fleet something informational based on your areas of practice. If you’re a motorcycle accident lawyer, maybe fleet an image of a rider using correct hand signals or doing end-of-season maintenance to ensure a safe bike season next year.
- Fleet something inspirational. A picture is still worth a thousand words. Have a favorite inspirational quote? Fleet a screenshot of it or use a simple tool such as Over or Canva and first make a nice Twitter-ready image with your quote then fleet it.
Fleets Won’t Be New for Long
The fact that Fleets is being met with a lot of strong voices that think it’s great and at least as many who think it’s a terrible feature means it has a lot of eyes on it. A lot of eyes on Twitter Fleets could translate into a lot of eyes on your firm if you act quickly. Maybe this is actually the time you’ll jump in and be an early adopter of technology. We hope so.
Aron Solomon is the Senior Digital Strategist for NextLevel and an Adjunct Professor at the Desautels Faculty of Management at McGill University. He was the founder of LegalX at MaRS Discovery District in Toronto, one of the world’s first legal technology accelerators. www.NextLevel.com
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