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The Marketing Appeal of #AppellateTwitter

By on July 13, 2017 in Law Firm Management

Although there’s no guaranteed recipe for creating viral online content, when a blog post, meme or hashtag captures a certain zeitgeist, there are proven ways for marketing professionals and business developers to capitalize on it, writes Christina DePinto of Muse Communications.

To illustrate her point, she examines the #appellatetwitter hashtag, which Houston attorney Raffi Melkonian of Wright & Close LLP coined in June 2016. Although the hashtag was created as something of an inside joke between Melkonian and other appellate lawyers in his circle, it has become an excellent case study for legal marketing done right.

The qualities this hashtag exhibit include encompassing a niche, establishing a community, it’s organic and it has staying power.

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