As performance art, Elon Musk’s effort to convert Twitter to a subscription service exceeded all expectations, generating around $10M in total revenue while hemorrhaging around $60M in advertising and opening the company up to libel and false advertising claims. Musk now values the company at less than half its purchase price, yet somehow doesn’t see how he’s personally the unique change in circumstances driving the loss — it’s just fantastically amusing.
Biglaw has largely steered clear of paying for Twitter Blue, with only a handful of firms willing to don the Blue Badge of Betas. Hogan Lovells claims it bought the subscription more for the two-factor authentication, which is like saying you buy Playboy for the articles (note: is Playboy even a thing anymore?).
But one local law firm is apparently considering reimbursement for attorneys to get Twitter Blue, raising the legal marketing conundrum… does any lawyer really want it?
I’m not sure there’s another moment coming.
Yet, maybe there is a method to the madness of any firm mulling the option of paying Twitter. Consider the possibility that a firm sees key opportunities among the ranks of Twitter Blue’s core demographic. Not to cast a wide, stereotyping net — though that’s the very core of marketing — but if a firm does a lot of family law on behalf of deadbeat dads or DUI clients who can’t stop making 4/20 jokes long enough to prepare for their defense, then boosting its profile in the feeds of those prospective clients makes a lot of sense. If the firm is doing medical malpractice or real estate closings, then it probably doesn’t.
But while the firm may appreciate its lawyers becoming thought leaders among the SpaceX Heads, that still might not be in the individual lawyer’s best interest. Firms that don’t specialize in building repeat business like a personal injury firm or — hopefully, but not necessarily — a criminal law firm can generate a lot of attention for themselves on Twitter, but a lawyer that might eye a future in a different setting doesn’t need to stigma of Twitter Blue around their neck. As much as the firm’s success benefits the attorney now, the lawyer still has to look out for their own brand.
Which is all to say that attorneys should tread lightly when it comes to Twitter Blue. It’s a toxic brand, but it might be the right kind of toxic for your business. Though be aware that you’re going to have to be this attorney…
On the other hand, if you’re a bankruptcy attorney it might just pay off because there’s one Twitter Blue superfan out there who is going to need restructuring help sooner rather than later at this rate. It’s not like he’s married to just selecting the most experienced lawyer out there.
Though be careful because his backseat driving in previous engagements is about as reliable as a Tesla’s.
Earlier: Twitter Complaint Demonstrates That Every Lawyer, Everywhere, Always Is Smarter Than Elon Musk
Elon Musk Flirts With Libel While Apparently Trolling Stephen King & LeBron In Heartbreaking Work Of Staggering Stupidity
The Biglaw Firms Willing To Pay For Twitter Verification
Joe Patrice is a senior editor at Above the Law and co-host of Thinking Like A Lawyer. Feel free to email any tips, questions, or comments. Follow him on Twitter if you’re interested in law, politics, and a healthy dose of college sports news. Joe also serves as a Managing Director at RPN Executive Search.
