Can Lawyers Obtain Work Through Twitter?

Does it pay for lawyers to use Twitter as a potential source of referrals?  Through one of my Twitter followers, I recently received a referral for a case in Utah federal court.  I have received other case referrals through Twitter, and I have referred a case to a lawyer whom I follow on Twitter.  With regard to the lawyer who most recently referred a case to me because he follows me on Twitter, I would also be much more apt to refer him a case because of our association through Twitter.

One of Twitter's strengths is that it allows lawyers to connect with other lawyers and potential referral sources and clients.  Marketers claim that it takes multiple contacts (e.g., more than 7 or more than 11) with a prospect before that prospect turns into a customer.  The same can be said of referral sources.  If a lawyer's good friend practices at another law firm, there is a reasonable chance of at some point receiving a referral from that friend.  While Twitter does not always create friendships, it has the potential to create meaningful contacts.  Lawyers generally refer work to other lawyers whom they know, like, and trust.

Twitter is an excellent vehicle for becoming known, liked, and trusted by other lawyers and referral sources.  For example, a lawyer who has read dozens or hundreds of tweets from a fellow lawyer can develop a relatively high degree of familiarity with the tweeting lawyer.  Unlike a one-time speaking engagement or article, tweets create an ideal "drip effect" whereby a lawyer can constantly be "top of mind" among other lawyers and potential prospects.  Tweeting allows lawyers to share and demonstrate their expertise.  The result can be thought leadership in a particular segment of the law or on legal issues in general.  Tweets are about giving and sharing, but the consequences of a series of non-promotional tweets (mixed in with occasional promotional tweets) can be more referrals and sources of work.

Do you agree that attorneys who tweet are not simply twittering away billable time?