Had rainmakers in employment law been on Twitter during the global pile-on of tweets against Justine Sacco, they could have put out there, in real time, their legal expertise. That could have generated new business.
If they usually represent companies, then they could have sketched out IAC's options. Because Sacco was employed in public relations at IAC, the tone of the tweets was especially vicious. Some called for her firing or resignation.
If the law firm primarily represents individuals with an employment issue, then rainmakers could have presented Sacco's legal options.
With social media it's all too easy to get into the soup as did Sacco. So both companies and employees are eager for briefings on their legal wiggle room.
In addition, through their Twitter account rainmakers can have the settings follow other thought leaders. That would not only enhance their network. It could bring in concrete business.
The old-fashioned ways to influence for rainmakers are increasingly ineffective, lack immediacy and cost a bundle. Here are just a few of those approaches which could be downsized or enhanced if rainmakers are smart and aggressive on Twitter:
- Traditional books, published through establishment houses such as the Harvard Business School press or HarperCollins, take a long time to develop and get out there in the marketplace. There is also the risk that they won't sell and receive low rankings on Amazon.com. The rainmaker looks foolish. Yes, a book is still the price of entry. But it can be an e-book knocked off on the computer with great infographics. You can copyright that through the Library of Congress for peanuts. Distribute the book on Twitter, in addition to your website.
- Placing opinion-editorials in establishment media or with bloggers is difficult. Even with the best publicity pro handling your account you will probably not make it into The Wall Street Journal. Instead try sponsored content. Here is the guide for how to do that Download SponsoredContentbackgrounder. Link that to as many of your tweets as you can manage without becoming a public nuisance.
- Landing interviews with establishment media and even bloggers is time-consuming. You have to build the relationship with the media to contact you for your point of view when legal news breaks. While you're waiting for that to develop, you should be jumping on that opportunity yourself and tweeting. Incidentally, that might be how the media notice you.
- Delivering keynote addresses at trade associations will have increased reach through tweeting. In fact, you should have your in-house marketing pro or external public relations agency tweet the speech in real time.
- Even high-profile trials aren't being covered end-to-end by media. Hire a skilled tweeter to do that coverage for you. Yes, that the tweeter is associated with law firm should be made known. That matters less since those in the loop but can't attend all court sessions are hungry for information.
Twitter has evolved into the all-purpose power tool for influence. From that the business will come.