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I spotted this practical blog post on the Lawyerist by Gyi Taskalakis:

Twitter provides the following business best practice advice to build your following, reputation, and client’s trust:

1. Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
2. Listen. Regularly monitor the comments about your company, brand, and products.
3. Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
4. Respond. Respond to compliments and feedback in real time
5. Reward. Tweet updates about special offers, discounts and time-sensitive deals.
6. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.
7. Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
8. Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?

Admittedly, much of this advice may be better applied to businesses that sell widgets. Nonetheless, at least some of it seems applicable to professional service providers, like lawyers.