A significant shift in behaviour

Evidence is mounting that professionals are seriously embracing online professional networking. Let me point you to two signs - involving the legal and the accountancy profession on both sides of the Atlantic - that may indicate a trend. The IT Faculty of the Institute of Chartered Accountants in England & Wales (ICAEW) has launched a new professional development portal called IT Counts to help institute members to keep up to date with IT issues that impact their working lives. The ICAEW hopes to roll out more interest-based communities to its 132,000 members. You may have heard of IT Counts because it won Incisive Media's inaugural Web 2.0 innovation awards a few weeks back.
More recently a US-focused survey found that almost 50% of attorneys are members of online social networks and over 40% believe professional networking has the potential to change the business and practice of law over the next five years. The Networks for Counsel Survey conducted by Leader Networks and commissioned by LexisNexis Martindale-Hubbell claims to be the first survey to examine social networking practices among the legal profession.
Leader Networks noted that the legal profession is traditionally slow to adopt new technologies so attorneys' readiness to use online networking tools represents a significant shift in behaviour. LexisNexis Martindale-Hubbell certainly thinks that the legal profession is ready to embrace social networking as a serious work tool. It is looking to take advantage by launching a global network for the legal community later this year. This research was part of an exercise to assess what exactly lawyers wanted. Up to now social networking usage falls among older professionals but these guys aren't daft. If they see the benefit they'll learn.
Many professionals say they are finding it increasingly difficult to do the meeting and greeting necessary to find and keep work. Online professional networking tools offer the promise of an efficient and effective way of making and keeping contacts, especially in a global context. The professions are beginning to see that these online tools are now fit for a serious business purpose. It looks likely that online professional networks are coming of age.