In today’s business climate, almost every attorney (those working for the government aside) needs to be a rainmaker. This requires a level of social interaction many lawyers are not comfortable with, or excited about. Unfortunately, however, social networking for lawyers can no longer be avoided.
Social networking is a dual-edged sword. On one side, you have online networking (a strong online presence is a must for today’s attorney). With online networking, an attorney has the benefit of communicating ‘through’ the internet, and building one’s practice (referral and prospective client network) through LinkedIn, Twitter, Google+, Facebook, blogging, and the like… Many lawyers prefer this method to the other side of the sword: in-person, or offline networking.
Offline networking requires a degree of boldness and an infinite number of handshaking. One must attend networking events, join relevant organizations, host lunches, and the like. And, perhaps most important, one must be social. Offline networking, as with online networking, requires patience and diligence as a lawyer builds and tends to professional relationships.