Old School Networking Never Goes Out of Style

By Nicole Black

Sometimes it seems like all you ever hear about these says is how social media is a magic marketing bullet for lawyers. That by using social media tools for just a few minutes each day, lawyers can simply and easily reel in clients who are willing and able to retain their services. That social media is the cure for recession-induced lawyer blues.

Quite frankly, that’s simply untrue. Social media isn’t a magical cure all and it isn’t for everyone and for some lawyers, engaging in social media may very well be a waste of time. This is especially true for those lawyers who fail to identify the goals that they hope to achieve by using social media before diving in.

That being said, depending on your areas of practice and your goals, social media can be a very useful tool, especially for connecting with other lawyers and expanding your professional network. But, it’s important to realize that engaging in social media shouldn’t occur in a vacuum. All the hype about social media for lawyers might fool you into thinking that old school networking is a thing of the past. Don’t make that mistake. Face-to-face networking is as important as it’s always been.

Social media should not be used as a substitute for more traditional networking events such as local bar association events, regional and national conferences or good old fashioned business lunches. Face-to-face meetings are invaluable and supplanting this type of personal interaction with social media would be a serious mistake. Rather, social media is a tool that, when used strategically, supplements traditional methods of interaction and outreach.

In other words, by using online networking effectively, you can replace or expand on traditional types of networking. For example, social media allows you to network on your own schedule. You can replace time consuming and inconvenient after hours networking events with more flexible online interaction.

But, once you have connected online with other lawyers, for example, don’t forget to take the next step! Move your online interaction offline by scheduling coffee or lunch or, if the person isn’t located nearby, reaching out by phone. It is by taking this step that you personalize the interaction and make it memorable. By interacting offline, you are able to strengthen the connection and make it worthwhile.

Social media also allows you to more easily expand your reach beyond your city or town by facilitating interactions with lawyers from across the country. These online relationships forged via social media can make attending national legal conferences far more enjoyable than in the days of yore. This is because social media breaks down social barriers, making online acquaintances feel like old friends within minutes of meeting face-to-face at a conference.  So, by using social media, you can connect with lawyers you would otherwise never have met and then network face-to-face by connecting with them offline at national conferences.

Make no mistake about it–connections made using social media can be an invaluable resource for any law firm. But don’t forget the value of good, old fashioned face-to-face networking–it’s just as useful, if not more so, than online networking. And, most of all, always remember that both types of networking, when used together, are infinitely more powerful than either is alone.

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