Before we begin our discussion on this week’s focus, here’s an update on Facebook’s recent change from “Fan” to “Like”. I was a bit confused about it so I asked Doug Schumacher, social media marketing expert and founder of Basement, Inc. in Los Angeles. According to Doug, Facebook felt that to declare yourself a “Fan” requires too big commitment but to “Like” something, whether it’s a brand or an article, is a much easier decision.

You can learn more about what this change could mean for you and your practice and some of the big unanswered questions about the ramifications of hitting the “Like” button in this week’s Social Media Tip posted in my Raising the Bar: Social Media Marketing Group for Lawyers and CPAs.

Now back to this week’s focus.

Habit #5: Transform Networking Events Spent Wandering Around Marketing Into Focused Activity That Produces Tangible Results

World-class rainmakers make a habit of using every networking event to maximum advantage. They start by choosing the right events and organizations for networking—events and organizations where their target clients are likely to be. You can do this too.

• Start by asking yourself who you want to meet and why. Review your list against the membership list of any organization you want to join or the likely attendees of any event you are invited to attend. Remember, your goal is business development, not socializing so make sure you are investing your time where it will give you the best return.

• Whether it is an organization or an event you select, start with the end in mind. List five people you want to meet who you don’t know and five people you want to get to know better. Before the meeting, review web sites and press releases about those people and their companies. Use Google and LinkedIn to find even more details. You’ll then have some current subject areas as you move into conversation with them. They will appreciate your attentiveness.

Here are a few other ideas to make your participation rewarding.

• Spend time getting to know new people; save chitchatting with your good buddies for another day.
• Sit next to new people instead of friends and associates
• Look for the new people who could also benefit your trusted advisors.
• Stay away from “Velcro” people who keep you occupied with their longwinded stories or personal anecdotes – you have people to meet!

Here’s one final thought on this topic. World-class rainmakers know that merely exchanging business cards will not produce the results you seek. You must get to know others at a much deeper level before you and they are in a position to really benefit.

There is still time to register for my Raising the Bar 90-minute seminar, "LinkedIn Secrets for Lawyers & CPAs" taught by myself and Jeffrey Brathwaite aka JB, Raising the Bar's social media consultant. The program will be held on May 6 with a cocktail reception immediately following at the Peachtree Club overlooking Atlanta. Attendance is extremely limited and only a few seats remain so contact me now if you want to know more.

Do you have a networking event coming up?

• How will you decide if that event is worth any of your non-billable time?
• If you go, how will you be sure you will meet the people on your list?
• What has kept you from making the most of networking events in the past?