While many legal professionals are clearly benefitting from social media networks and other online communities, many others are not.

How can this be?  Are some lawyers just "better" at Twitter, LinkedIn, Facebook, and Avvo?  Well yes, and no.

In his final encore posting of his Top Ten Marketing Tips from 2005, Tom Kane, of the Legal Marketing Blog shares the importance of participation in organizations:

Over the years I have heard lawyers say that they belong to several organizations from business and trade to civic and cultural in nature, but that it is a waste of time, and doesn’t lead to additional business. However, when examined further, one finds that although they are “joiners,” they are not “doers.” Being active in organizations requires just that – activity.

So, if you want this form of marketing to help you develop business you must:

• Be more than a joiner – make a meaningful contribution
• Seek leadership position – volunteer often
  
• Join business or trade groups that your clients and prospects belong to
  
• Believe in the organization’s mission – so you will remain interested and active

There are other marketing activities that may produce results more quickly, but being active and involved in organizations that your clients and prospective clients belong to can produce meaningful results in getting new clients.

This same principle holds true with online participation.  Many that argue that online is a waste of time, and doesn't lead to additional business, are the same that haven't had success with professional organizations offline.

Like those that have success in legal organizations, legal professionals that find benefits from social media understand that activity and participation are the keys to success.

While I often recommend that you treat your participation in online communities like your participation offline, if you're not having success offline, perhaps that's just not good advice for you.

In that case, I recommend that you make small investments of time that are focused on engaging others.  Here are a couple online must-dos that only take 3 hours per week.

Photo by Matt From London