In the past few columns, I've introduced you to some social networking tools available online, and I've explained why the impact of your network - and not your number of followers - is what matters most.

Though many of us work virtually, we still live in a physical world. Developing the ability to meet people, engage in communities understand the places in which we live and work remains of paramount importance to journalists and everyone working in communications.

So I asked Tiffany Shackelford, a colleague at Webbmedia Group and master networker, to share her expertise with you. Tiffany is more connected than anyone I know. She is an active member of the Online News Association and was it's conference co-chair last year. She's the Executive Director of Capitolbeat, a U.S. organization of state and local government reporters. Previously, Tiffany served as the Assistant Managing Editor at Stateline.org a nonprofit, nonpartisan online news site affiliated with the Pew Research Center that reports on emerging trends and issues in state policy and politics. In the mid-1990s she worked on the staff of the Democratic Leadership Council and Progressive Policy Institute. Tiffany holds a B.A. in creative writing from East Carolina University, and has done post-graduate work at Marymount University. She is a certified meeting planner and grant-writer and a published poet.

In addition to her work with Webbmedia, she serves as Phase2 Technology's business development specialist and still finds time to mentor young journalists and technologists.

Amy Webb: A lot of journalists don't think about the importance of networking. Do you think it's vital that journalists actively network?

Tiffany Shackelford: Yes, I do. First, I think it's a great way to discover new sources and possible avenues for story research. Second, with the industry in a downturn, it's important for job-searching, and opportunities to freelance or find projects to work on. And finally, networking is important because we all need a professional community from which to draw support and advice.

AW: People seem torn over social networks. Some journalists use them just for reporting, while others are afraid of them all together.

What's your take?

TS: I would recommend journalists trying at least one. Social networks can be used as a giant Rolodex - you can find great sources, especially younger folks who you may not have regular contact with. And, sometimes an old long lost friend or neighbor becomes a great provider of ideas, information or other contacts. I recently found a kindergarten friend on Facebook who is working with the UN. Another friend from my younger days is now in the Obama administration. I can tell you decidedly that these people would not be in my Rolodex if not for social networking. It also saves me time - I can easily contact folks using social networks as opposed to having to hunt down current information.

I think there are a lot of preconceived notions about social networking and regardless of your take, I think it's important to try one - if only to know what people are buzzing about. And, I think understanding and being able to use social networks is an essential skill set for a modern journalist.

AW: What's the best social network to use?

TS: I like Facebook for ease of use and saturation among the people I want to reach. I like LinkedIn as the best go-to professional network. LinkedIn also has some great features that can help with reporting like the groups, which groups people of particular career, interest or expertise and Linked In Answers - which allows you to ask a question of your entire network, their network and LinkedIn's cadre of topical experts.

AW: For someone new, what's the best way to get started?

TS: First, decide how you want to use each tool and if you want to be open to everyone or limit one to strictly personal and to strictly professional. Both Linked In and Facebook make starting fairly easy and include quick friend-finder options if you are willing to open your email address book.

Or, you could start with a closed social network too. If you know of a specific group that you are interested in - start there. For instance, I am a part of Wired Journalists, which is built using Ning and allows each user to put together a profile page and network with other online news people.

AW: Once you've decided on a network, how can you keep it current? Will it take a lot of time?

TS: I take a little time each week to see what is being asked in my network, to read the posts in the groups I belong to and to look at the feed of updates, from which I glean valuable information. In order to have a meaningful networking experience, you do need to spend a couple hours each week but it does not need to consume your life.

AW: Is it okay to mix your professional and personal contacts in one network?

TS: I do but I am also sure never to post anything offensive or political, too personal or even negative. I keep all my personal pages fairly vanilla. If someone posts something on my page, I get a notification and I am diligent about checking what's been posted or written. I delete the comments if I deem them inappropriate on any level. I use Google Groups and other closed networks for family and very close friends.

I'm not sure mixing is for everyone. In the end, it's essential that you only do what you are comfortable with - whether personal, professional or both.

AW: What are some of the mistakes you see people making when they network online?

TS: I see a lot of folks who assume that an online connection is the same as an in-person acquaintance. If you'd like to use them as a source or build a relationship with that person, you still need to do some work - you can't assume that having them in your network means you can just email or call and get a great response. The social network is a start - an introduction.

Another thing I see people do is use social networks to Spam. I do use my social networks to alert people about events or articles I am working on or interested in. But I handpick the people I send notifications to for each item. For instance - my state government reporter friends do not care about a Semantic Web meetup in Washington DC. Do not just send blanket messages or invites. They will soon be ignored.

And there is the obvious - don't overshare. If you use this for professional reasons, only share what you might in a friendly conversation with a colleague at the watercooler.

AW: What about when they network in person?

TS: Networking in person is an art, but also something that you get better with the more you do. First, always carry business cards! I am always amazed when people go to an event and don't have a card. Second, try to make a mental note of what you talked about with each person and always remember names. There are a ton of mnemonics you can use to remember names and factoids about people. Third, make sure you are listening and noticing the little things and details - just like you would do when you are talking to a source. Those details are great conversation fodder and tell you a lot about a person. Finally, try not to get cornered by one or two people. Make sure you chat with a variety of people. And, always be open to others joining your conversation. Remember that next time it may be you who doesn't know anyone at an event. And, if you are meeting someone from your online network - remind them that you are connected and who you are.

AW: Do you have any rules for networking that you try to follow?

TS: I usually pause and watch the room before I venture into an in-person event. And, I will extend a hand and introduce myself to anyone - from the big-whigs to the bartender. As a matter of fact - don't forget that the bartenders, servers or staff of anything often have great nuggets of information, back stories or can remind you of a name or connection that you can't place.

Online networking - I try to send a quick hello to new people as soon as we connect. If someone that I don't know asks for a connection I will either search and find out why they might be connecting or I will simply send a note and say hello and ask some leading questions. I generally always try to respond as I think it's the polite thing to do.

AW: Any definite don't's?

Don't feel pressure or do anything that makes you feel uncomfortable. Don't be afraid of this new and crazy world. Don't be afraid to trash every tip I've just given and define your own rules!

To read all of Amy's 'Webb on the Web' columns, click here.

Amy Webb is a digital media consultant and head of Webbmedia Group, LLC. Find more multimedia tips and ideas at her blog, http://www.mydigimedia.com. You can also follow Amy on Twitter and delicious. Webbmedia Group is a vendor-neutral company. Any opinions expressed about products or services are formed after testing, research and interviews. Neither Amy Webb nor Webbmedia Group or its employees receives any financial or other benefits from vendors.