Watch future issues of InsideTrack for Michael Moore’s series on lawyers in transition. He’ll address conducting a job search in a tough economy, networking, and going solo. In addition, Moore will discuss how lawyers may need to transition their law practices to thrive in today’s economic environment. If you’d like Michael to address a particular issue, please contact him at mmoore@moores-law.com.

Sept. 2, 2009 – The other day I sat down in a local restaurant. My lunch partner had been delayed but was updating me on his progress with text messages. I glanced up to acknowledge the iced tea, and then I returned to my phone to check emails. A potential client complimented my blog on LinkedIn. A lawyer from New York was following me on Twitter. I had three new friends on Facebook. When the bread arrived, I looked around the room. There were at least 25 other people having lunch and most, if not all, were busily working their digital devices, just as I was. Suddenly I realized I was seeing Reed’s Law in action. David Reed, noted computer scientist and entrepreneur, observed that for every new person added to a network the value of the network doubles. This means the number of possible connections in a room of 25 people is actually 33 million people.

Working the digital room

Social networking is useful not only for client development, but also for job searches or to advance your career. However, it is no substitute for face-to-face interactions. The most common social networking revolves around LinkedIn, Facebook, and Twitter. Many lawyers also turn to LawLink and Legal OnRamp, two lawyer-only social networking sites. These tools allow you to collect information about the people in the networks you already have and add new people to these networks at an exponential rate. By starting with the contacts in my Outlook database and then working these social networking sites, my contacts have doubled in three months and spread worldwide.

How much time will this take?

Many lawyers believe that social networking takes a lot of time. LinkedIn and Facebook each take about an hour of setup time. Twitter only takes a few minutes. Once you are established, LinkedIn requires almost no maintenance. I accept connections, manage a couple of relevant groups, and update postings as needed. I check my Facebook page a few times per week and add links or post comments. I use free software called Tweetdeck to monitor Twitter and pass along links to useful material.

Getting Started

“People’s favorite subject is themselves,” Dale Carnegie once said. When building a digital network, be sure to inquire about the other person and get to know them. Who are they, where do they work, what do they do, why are they joining the same groups you are? Investigate the networks of those people connected to you. Cultivate their interest in you so when an opportunity for live face-to-face interaction occurs, you are included. This may be as simple as attending a conference together, sharing practice tips, or visiting connections while traveling.

Develop a personal marketing plan

To guide your online activities, create a personal marketing plan with a specific set of objectives. For example, make a sustained daily commitment to work on your digital network. Focus on objectives that are both realistic and productive. To avoid becoming overwhelmed, start with one social network site and grow from there. Build a profile and join groups on LinkedIn. Create a page and search for friends on Facebook. Follow people on Twitter. Develop contacts with lawyers outside of your firm or employment environment. Search for job and client opportunities among the many new contacts created through your social networking efforts.

Leverage up your job search

The number one proven method for finding a job continues to be referrals. However, the paradigm shift today is that most of these referrals come from connections made through online networks. Most lawyers are in constant contact with clients, family, friends and network sources through text messages, voice mails, and email. Many people now spend more time using social network sites than they do with personal email. The classic job search strategies of persistence, promotion, and presentation are still necessary. They have just been enhanced by social networking.

Increase your financial capital

The ability to successfully network has always been a cornerstone of any lawyer’s marketing efforts. In a slow economy, staying connected and enhancing the value of your network is critical. Building social capital (a lawyer’s network of relationships and resources) as well as cultural capital (the influence and corresponding advantages from a lawyer’s knowledge, experience, and connections) have a direct positive impact on a lawyer’s ability to increase his or her financial capital.

Keep the end game in mind

An effective networking lawyer has high social competence. This means the lawyer can confidently engage in group social activities while looking to achieve defined objectives. The same is true in online social networking. Effective social networking requires energy, effort, and enthusiasm. It requires getting other people to help build your profile through contacts, recommendations, and referrals. Create an effective profile, join online groups, add people to your network, and follow up on leads. The goal is to create a productive network.

Social networking amplifies your ability to create, maintain, and enhance relationships. This will give you a competitive advantage and make your network more financially productive. Get involved in these online activities, make your voice heard, and be sure your profile is an accurate representation of your abilities. Give recommendations generously, and you will get ones in return. Be proactive, and work your social network as you would a traditional network.

With 33 million potential contacts in the room, you have no time to waste.

Michael Moore, Lewis and Clark 1983, is a professional coach for lawyers and the founder of Moore’s Law, Milwaukee. He specializes in marketing, client development, and leadership coaching for attorneys at all levels of experience. Moore also advises law firms on strategic planning and resource optimization. He has more than 25 years’ experience in private practice, as a general counsel, in law firm management, and in legal recruiting. View his LinkedIn profile, join his Facebook friends, or follow him on Twitter. For more information, visit www.moores-law.com

• Related: Lawyer resources in a down economy (WisBar.org)

• Related: What are Twitter, Facebook, and LinkedIn? See Social Media -- Building an Online Rep, March 2009 Wisconsin Lawyer

• Previous articles: In transition? Don’t let it bring you down; Effective networking and the lesson of the pot belly stove