Let’s face it, many lawyers are introverts. They feel more comfortable working at their desks than at a networking reception filled with strangers and awkward moments. Perhaps this is why introverts are drawn to the idea of social networking and business development through LinkedIn, Twitter and Facebook. They hope they won’t have to put themselves out there to build new relationships. Unfortunately, in my experience this is not reality.

When I traveled to Australia and New Zealand in February to speak to a variety of organizations about social media, I often started my speaking engagements with an anecdote involving a can of Coca-Cola. After sharing this story a couple of times, and not getting much of a response, I realized that perhaps Coke wasn’t the same icon in Australia that it was in the United States. So I asked a group of lawyers: What is the comparable soft drink in Australia?