Networking. Why does the word strike fear into the hearts of so many professionals (particularly lawyers)? Networking is about connecting with other people. That’s right, connecting. Not schmoozing, not sales, not “what can you do for me right now”. Think long-term relationship building, rapport, meaningful, genuine connections. And building those sort of relationships takes time – so no short-cuts, quick “how to” or 3 step guides, or you’re likely to shortcut the opportunity to really get to know someone.

This applies whether you connect with someone in person or online. There is a reason it is called “social media”: the “networking” rules of engagement are the same (no, you can’t hide behind your keyboard, Blackberry or iPhone). Whether you are “networking” on Facebook, Linkedin or Twitter, engage in a conversation, show a genuine interest in what other people have to say, be helpful by sharing your expertise or providing information. Become a “friend”, a resource, a trusted advisor.

Kevin O’Keefe who is a friend, resource and trust advisor thanks to the connection we made via Twitter, reflected on “networking” in his December 2009 LexBlog blog “Meeting others via social media and networking at the heart of client development”. Here’s what Kevin has to say (and the lawyers in the 85 Broads network should pay particular attention to Kevin’s advice):

As a young lawyer I used to think networking meant going out hustling work. Rather than just enjoying myself at social events or rotary meetings and the like, I felt the pressure of trying to get new clients. It wasn’t enough for me to enjoy meeting good people and getting to know them as friends.

The funny thing is the more I would have relaxed and enjoyed myself, the more success I would have had in doing client development. The reason being that the best form of client development for lawyers is engaging others so as to learn more about them, their families, and what they do. In return, you’ll get the opportunity to do the same.

This interaction could be at a Rotary meeting, playing in a softball league, or standing on the sidelines at your kid’s soccer game. Just getting out there and enjoying yourself is the name of the game.

It’s the same in online networking. Being active by publishing a blog, using Twitter, and the like, you get the opportunity to meet more people. And if you’re using these social media tools strategically, you’re meeting people within your target audience of clients, prospective clients, referral sources, and their influencers (bloggers, reporters, association leaders etc).

Louisville employment and civil rights attorney, Dan Cannon, a regular blogger and Twitter user explains how simple the concept is in an interview at 22 Tweets with Lance Godard.

“I’ve had a lot more opportunity to let people know what I do. So, of course, you’re more likely to get the right clients … I’ve tried to run a really transparent practice, letting tweeps know what kind of cases I’m working on, etc.”

People like to do business with the people they like. We like to buy from people we consider our friends.

It’s even more true in the case of legal services, where people trust lawyers so little. When people meet a lawyer and get to know them as friend, that’s who they’re coming to in a time of need. They’ll even tell others who need a lawyer that they know a lawyer ’who’s actually a pretty nice guy.’

So relax, have some fun blogging and using social media tools such as Twitter, Facebook, and LinkedIn, and meet some new colleagues and friends. You’ll be surprised at the results.