Social Media is here to stay and has revolutionized the way an increasing number of professionals communicate and engage with each other. It is critical for business owners and professionals to understand that this revolution has created a fundamental shift in the way people access information, form opinions about the quality and value of professional services (such as legal and financial services) and process hiring decisions.

The business owners of both large and emerging companies who will be successful in developing new business in the 21st century, will be those who use social media and online marketing to (i) develop a magnetic personal brand; (ii) build a substantive online presence and (iii) meet and engage clients in key online communities. Such business owners will find out where prospective clients are spending their time (online and offline) and build a magnetic presence in those places.

Social media tools such as LinkedIn, Twitter, Plaxo, Facebook and private communities like 85Broads.com, among others, allow business owners and professionals to listen, share and engage in substantive online and offline conversations with prospective clients. Strategic use of these tools enables us to leverage expertise, build trust, attract business opportunities and increase our “Google currency.”

When people look for information, Google is most often the first stop. What clients and prospective clients find when they “Google” your name will influence their perception of you. Like it or not, the existence and depth of your online presence makes an increasing significant statement about your ability to be relevant and current in today’s global society and can influence hiring and investment decisions.