The Practitioner: Twitter ye not

HAVING spent a great deal of time and effort on new social media methods of marketing it was a happy day when we recently acquired a client originating from Twitter.

We have had lots of initial enquiries, loads of conversations, even a few meetings but to finally sign up an actual client was a real joy.

A couple of us within the firm have been so desperate to prove that the new social media marketing methods actually work when it comes to acquiring business, that we have probably spent a disproportionate amount of time on it just to prove the point.

In the cold light of day it probably hasn’t been worth it so far and I’m sure at the next partners’ meeting the issue will probably be raised.

A huge amount of time has been spent learning and putting into practice the new methods – and on a cost-per-hour basis the return at the moment just isn’t there.

I am still convinced that Twitter and Facebook are great ways to market the practice but I will probably have to admit that now is the time to delegate the task of tweeting and posting to staff who have lower charge out rates, or maybe even administrative staff.

For example, why can’t the typist tweet between answering the phone and filing? As long as certain guidelines are laid out from the outset, I can see the right administrative person being ideal to carry on the corporate tweets on behalf of the firm.

Maybe the partners who want to carry on tweeting can contribute as ‘special guests’ or write short pieces on the new company blog. One thing the social media revolution has taught me is that things can change very fast, so being able to react quickly is important.

The other partners have been willing to “go with the flow” when it comes to social media and they have allowed me the time to implement it and test it.

Now might be a good time though to let go of the reins and delegate the tweets downwards.

The Practitioner’s uncensored thoughts come from the coalface of a regional firm in the heart of England.

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