In a post questioning the value of the the traditional website, Kevin O’Keefe neatly summarises how to network effectively on the net:

Law firms and professional service firms network to get work. To network, you need to listen, engage in the discussion, and pass on information others may use in referencing you. …

• Find the discussion via a search for Blogs and Blog discussion – Google and Technorati searches
• Listen to the discussion – use of an aggregator to receive RSS feeds
• Engage in the Internet discussion – comment on another’s blog or post on your own, preferably responding to what you’ve heard
• Empower others to reference you as a reliable and trusted authority – share good content on your blog that will be cited elsewhere on the net