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Social media can be a good marketing add-on for young digital natives to create a personal brand, make quality contacts, and engage with potential clients. Keep your smartphone camera handy and get ready to market on Facebook, Twitter, LinkedIn, and YouTube (you can skip Pinterest, Instagram, Reddit, and Snapchat).

That said, forget everything you thought about social media from your high school and college days. No more online arguments, selfies in crazy situations, or political rants. Remember, the internet is forever.

Research shows that social media marketing increases your exposure, increases web traffic, generates leads, and develops loyal fans. Half of all people said they'd be likely to hire a lawyer with an active social presence, and if you isolate that to Millennials, it's 72% of people. People hire lawyers that they know, trust, and like, and social media, when used correctly, is one place to accomplish that.

Think of social media as social networking, where the object is to meet people in real life. I've got 20,000 followers on Twitter, 4,008 connections on LinkedIn and 1,970 actual, real friends on Facebook. I've met and worked with lots of people whom I first met online.

All the face-to-face techniques that work in starting relationships have a digital equivalent. The key thing is to be a useful resource, by inquiring into people's concerns and furnishing useful answers. Social media doesn't replace your in-person business development activities — they enhance each other.

Preparing for social liftoff

Bear in mind that your central marketing effort should be writing blog posts, creating online content and answering client questions on the Web. Content marketing is...

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