Trumping Twitter: lessons from Trump

Donald Trump’s notoriously prolific tweeting hasn’t diminished since taking office as US President - his advisers no doubt throwing their arms up in despair at the taunts he directs at those who disagree with him. Even the US judiciary has not escaped his scorn after it ruled that his original Executive Order barring certain immigrants from entry into the US was unlawful.

Whether any tweets will come back to haunt him, time will tell. What is apparent is that tweets have the potential to garner a huge amount of publicity and can make or break a reputation. The solicitors’ profession would do well to learn a few lessons from President Trump on how not to use Twitter, if they want to be effective and protect their reputation.

A large proportion of law firms now use Twitter – and do so effectively, raising their profile whilst engaging in meaningful, intelligent conversation with their audience. But ill-advised tweets can taint a law firm for a long time, as Baker Small discovered last summer. The firm’s tweets included: “Crikey, had a great ‘win’ last week which sent some parents into a storm!”, prompting the anger of parents of disabled children who had lost their claim to win funding for special needs provision. The firm apologised but the damage was done: the firm lost a number of contracts with local authorities as a result – not to mention the wider reputational damage, and a rebuke from the SRA for the MD. No doubt many firms took stock of their Twitter use following the incident.

It is unwise to allow an individual to have carte blanche to tweet on behalf of a firm, without any checks in place. The risk of allowing unfettered permission to tweet is clear: one thoughtless tweet can cost a firm dearly. Publicising a winning case is all well and good, but needs to be done sensitively – or not at all. Trump boasts of his successes – but scorns and insults his critics.

A distinct hallmark of Trump’s tweets is his focus on self: he brags of his successes, scorns those who thwart him, and relishes the praise heaped on him by his followers (he regularly re-tweets adoring tweets from his fans). In fact, he is his own biggest fan.

What does this teach law firms? Don’t restrict your tweets to boasting of your own successes, and resist a focus on the firm itself. Avoid coming across as your firm’s biggest fan – or your followers will be irritated. Many firms make the mistake of using their Twitter accounts only to promote themselves: their latest wins, articles, and what they are doing next. They fail to invite discussion and engagement.

Law firms who tweet should look at their reasons for tweeting, and their intended purpose. An effective law firm twitter account seeks to be authoritative, intelligent and insightful; engaging with its audience; willing to interact and create conversation; and linking back to relevant content on the firm’s website where possible.

And when your firm tweets – make sure your grammar and spelling are spot on. Trump is notorious for failing in this regard (remember his references to "unpresidented [sic] act"?). He gets away with it – but law firms will not.



Back to the SOLICITORS group News

Media Centre

“The Solicitors Group online directory is an established and respected channel for legal professionals, meaning I can talk to my existing and future customers about products and services both quickly and easily.”

Carole Hatton
Marketing Manager
Landmark Information Group

“Reaching our niche market can sometimes be challenging, however we find promoting our legal training courses on an excellent way of contacting both existing and new customers. The service we receive from The Solicitors Group is both professional and relevant to our core activities and we would recommend their services to others.”


“I must say that to date we have been very pleased with the referrals we are getting from your site.”

Paul West
Orchid Cellmark

“The Newsdesk feature on is ideal for us. Its prominent location on the site provides a great platform to communicate key messages to existing and potential clients.”

Neil Phillips
Marketing Manager
Countrywide Legal Indemnities

"We are very happy with the referrals we are getting from The Solicitors Group web-site."

C.A. Bishop
Technical Director
Wickham Laboratories Ltd

“We received 419 click-throughs to our site from advertising with”

Legal Prospects

“Putting myself in my potential client's shoes, I consider to offer perhaps the clearest and most user-friendly listing of expert witnesses, especially in its choice of index terms.”

Ivan Vince
ASK Consultants

“The banner ad looks great”

Samantha Dawson
The Bundle Business Limited

“The Solicitors Group has been fantastic in helping us to raise awareness about bowel cancer, which kills 16,000 people every year in the UK. Bowel Cancer UK aims to save lives by raising awareness of bowel cancer, campaigning for best treatment and care and providing practical support and advice. Without the support of organisations such as the Solicitors Group we would be unable to carry out this vital work. We are very grateful to the team at the Solicitors Group for their support and assistance.”

Tamara Matthews
Legacy Officer
Bowel Cancer UK

“As a result of Law London, we have registered 208 new companies/firms to the website, generating £20,797 GWP to date, as well as reinforcing our presence in this very profitable marketplace.”


“The event was well put together and executed, and the traffic of potential customers for us was high. We had a number of enquiries regarding our services after the event and we feel our attendance there was important to our overall brand exposure. We feel a Law event of this size without Euromoney Legal Training present could potentially be hurtful to us as a business. We would recommend you to attend and shall ourselves be there again in 2008.”


“Many thanks for the prompt service.”

Martin Gibbs MBE
Director / Investigator
Griffin Forensics Ltd

“A targeted email to key customers is an invaluable method of communication, endorse this with the Solicitors Group branding, relevant editorial content and you have created a winning combination! We look forward to reading the next edition.”

Carole Hatton
Marketing Manager
Landmark Information Group

“Talking directly to Property Lawyers is critical to us as they are key customers or potentially could be for all of our products, The Solicitors Group offer a perfect solution to get our messages right to the right people”

Carole Hatton
Marketing Manager
Landmark Information Group

“Thank you for having a useful and informative site, it is good to see a comprehensive and friendly portal.”

Stefan Fann
UK Probate Services

“Cadogans aims to keep its brand image in front of lawyers who may be looking for engineering experts. A check on Google analytics showed that referrals to our website from The Solicitors Group website were above average.”

Daphne Wassermann
Technical Director