Well worth a read for anyone working in professional services. The article linked below is a fabulous example of a lawyer using blogging and Twitter to create opportunities and develop business for the firm.
There is a great quote at the end that tells us to "stop drawing a distinction between networking and social networking"
BDLN: A common challenge to social media for law firms is the return on investment (or perceived lack of it). Do you believe it has led to any business for the firm? Smita: Yes, lots. The first one came about as a result of a blog post I’d written and tweeted. The owner of a start-up responded to my tweet, we got talking and within a few weeks we were working with him. I must have had at least a dozen more opportunities like that via Twitter since, and at least five or six have led to new instructions, not to mention countless speaking gigs and other invitations. http://www.bdln.com/how-i-used-twitter-to-generate-over-12-new-opportunities/?ref=epic-members