In today’s digital age, there is no question that social media has become an integral tool for professionals across various industries, including the legal industry. Your peers are on social media; according to the American Bar Association,  81% of firms are using social media in a professional capacity, and 77% of lawyers participate on social media for professional reasons. 

Lawyers are using social media to enhance their professional visibility, establish thought leadership, and foster connections with their peers and the community at large. By sharing insights and engaging in discussions, they can showcase their expertise and stay informed about industry trends. Additionally, social media serves as a valuable tool for client engagement, allowing legal professionals to reach a broader audience and build relationships with potential clients. 

However, not all social media platforms remain equal, and recent developments have sparked important conversations with our clients about where to best showcase their firm and engage in meaningful outreach.

Specifically, the decision to maintain a presence on X (formerly Twitter) requires careful consideration. Recent events have led many individuals and organizations to halt their activity on the platform, while others are grappling with the decision of whether to remain, weighing the potential risks against the benefits.

While there were once clear advantages, such as networking opportunities and real-time information sharing, there are now potential drawbacks, including ethical considerations and the risk of encountering unprofessional interactions.

In this article, we will explore the consequences of being active on X, how to decipher if it aligns with your marketing messaging and goals, and provide guidance on how to manage the transition if your firm decides to step away.

The Current State of Affairs on X

This author has a former love affair with Twitter (I refuse to call it X in my personal life). Until recently, my screen time on the app was unparalleled, and as a pop culture junky, I actively enjoyed my time there, especially during big zeitgeist events. 

However, much has changed since users first set up their Twitter accounts almost two decades ago, and it is no longer as popular and well used as it once was. As the current owner continues to share his increasingly loud and controversial political views, as well as enabling users who spread misinformation and toxic discourse, new data reveals that X has experienced a notable drop in users. 

Remaining active on X / Twitter potentially exposes users to the risk of having their content appear alongside harmful or hateful content, as the platform has largely abandoned effective moderation. With minimal efforts to control toxic conversations or misinformation, users may find their content associated with negativity, which can damage reputations and credibility. This lack of oversight makes it difficult to maintain a positive online presence, as the platform continues to struggle with managing the growing presence of harmful misinformation content.

All that aside, fewer and fewer firms are remaining active on the platform – with the American Bar Association reporting that only 38% of firms that use social media were still using X; with most firms opting to use LinkedIn (87%). Advertisers are also abandoning X in large numbers, citing concerns that the platform’s extreme content could harm their brands. 

Should Lawyers and Law Firms Stay on X?

In general, firms should periodically evaluate all the social media platforms they are on to ensure they align with their goals and audience engagement strategies, and to assess whether they continue to provide value in promoting their firm and reaching potential clients. 

Here are a few key questions to help you determine if X helps or hinders your marketing efforts:

• Can we continue to reach our target audience effectively?
  • Is X still a valuable channel for engaging with potential clients, industry peers, or journalists who cover the firm’s practice areas?
  • Are the posts receiving enough views, engagements, and relevant interactions to justify staying on the platform?
    
• Do we have the resources to manage and moderate our presence effectively?
  • Can we ensure that our messaging remains consistent and professional amidst the challenges the platform faces?
  • Do we have the capacity to quickly address any negative or harmful interactions that may arise?
    
• What is the long-term impact on our brand’s credibility?
  • Could our association with this platform damage our reputation, and how can we mitigate any potential harm?
    

What to Do If You Decide to Leave X

If your firm decides to leave X, it’s essential to approach the transition with the same careful thought that you put into the decision to leave. You should also think about ways to transfer engagement you cultivated on the platform to other platforms. 

We suggest a passive approach for firms considering leaving X, which involves posting a simple, neutral message that directs followers to the firm’s website or other active platforms, then letting the account gradually fade. This strategy minimizes the risk of backlash or negative attention, while still keeping the account open for any future engagement if needed. By not actively engaging, firms can quietly shift their focus to other channels without creating disruption, allowing the account to “languish” over time while guiding the audience to more reliable means of communication. Our team of social media strategists can help you craft and publish a message that best articulates how your followers can engage with you moving forward. 

We don’t recommend deleting your X account upon leaving, as this frees up your handle for anyone to claim and potentially impersonate your firm. With X’s current verification system lacking the credibility it once had, almost anyone can obtain a blue checkmark, making it easier for bad actors to pose as legitimate businesses. By keeping your account dormant rather than deleting it, you maintain control over your firm’s name and prevent potential misuse that could mislead clients or damage your reputation. 

If your firm decides to step away from X, it’s important to update all digital assets where the link to your X profile may be present. Some key places to check include:

• Website footers: Ensure the X logo or link is removed from the footer of your website or any other areas where it may appear.
• Email signatures: Update your team’s email signatures to remove references to X and replace them with links to active social platforms or your website.
• Other social media profiles: If your firm has linked to X from platforms like LinkedIn, Instagram, Facebook, and your Google Business Profile (formerly Google My Business) be sure to remove or replace those links.
• Marketing materials: Any printed or digital marketing materials, including brochures, business cards, and presentations, should be reviewed to ensure they no longer reference your X account.
• Blog posts and newsletters: Double-check older blog posts or newsletters where your X handle may be included, and update those references.

Even if you deactivate or abandon your X profile, it may still appear in search results, which makes it all the more important to ensure you have a well-thought out neutral message that informs the user the profile is no longer active and where they can find you. 

Transitioning Away from X and Maintaining Your Firm’s Online Presence

In conclusion, the decision to stay on or leave X requires careful consideration, particularly for law firms seeking to maintain a strong, professional online presence. While social media remains an invaluable tool for legal professionals to engage with clients, share insights, and establish thought leadership, not all platforms continue to serve these goals effectively. If your firm decides that X no longer aligns with your values or marketing objectives, it’s important to manage the transition thoughtfully by ensuring continued engagement through other, more suitable platforms.

Choosing the right platforms is essential for building meaningful connections within the legal industry. By strategically selecting platforms and sharing content tailored to that audience, firms can position themselves as thought leaders and remain relevant in the discussions that matter most to their clients and industry partners. Notably, Greentarget reports that C-suites have been more inclined to engage on LinkedIn and other social media channels compared to their legal counterparts. They also report that “66% of decision makers see LinkedIn as a valuable content distribution platform for obtaining business intelligence, and 69% consider thought leader websites and blogs as a valuable content source”. 

Whether you choose to quietly step away or shift focus to a different social network, maintaining a consistent, professional image is key. By periodically evaluating your social media strategy, you can ensure that your firm is making the most of its digital presence and continuing to build meaningful connections with your target audience.