An interesting, even impressive, number on a post in Larry Bodine ’s blog: there are over one million lawyers registered in LinkedIn. According to it, at least five thousand of them have got their professional profile in LinkedIn.

With those many American and lots of Brazilian lawyers using LinkedIn, what can we do with this tool? A lot. And that goes for other social networks such as Facebook, Plaxo and Twitter.

Interact, this is the motto. Many may think that success on a social network is the amount of friends or posts one has there. Absolutely not. If you’re following 300 people (maybe less) on Twitter, you won’t be able to keep up with your friends’ posts and to do your work at the same time. You might even fail to answer to an important invitation or any other issue of interest. There’s no way to keep up with it all on the fly.

Here’s the secret: focus. Interact with focus.

In order to place my brand on the social web I must focus on themes, subjects and goals I’m interested in.
An example: I register in LinkedIn  looking for partners in the US. There I start to interact in lawyers groups, to post articles written in English etc. Thus I’m working focused. If I’m looking for new clients, participating in social webs is interesting, unlike in lawyers groups. Except for rare cases, lawyers will be more lawyers, partnerships or mutual businesses, but not final clients.

So, use and over use the social web. Just remember the secret: interact with focus!