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Making Your Net Work
When we hear business development-oriented lawyers talk about all the wondrous things evolving social media technology can do to their (or their firm's) market visibility and reach, we're reminded of the story of the backwoods recluse who wins a new automatic dishwasher in a contest. When a neighbor runs into him in town and asks how he likes this life-changing bit of modern technology, the rustic shakes his head and scoffs, “Well, it ain't worth a tinker's damn. I've had it for two weeks now, and so far it hasn't even cleared the table.”
Skilled social media navigators frequently brag about all the people they are “networked in” with ' scores, hundreds or even thousands of LinkedIn connections, Twitter followers or Facebook friends. And you have to admit that the multiplier-effect potential of today's digital technology is pretty astonishing. Social media certainly does seem to bring the entire world within reach.
But once you get it in reach, what happens then?
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