Traditional social marketing still creates a very valid opportunity to connect with potential clients online through social networks such as Facebook, Twitter, and Google +. However, in a traditional social marketing campaign the people you reach are generally the people your law firm already has some sort of relationship with. Paid social networking programs allow us to actively pursue new potential clients who would have otherwise never learned about your law firm. We are able to do this by creating specific demographic profiles of potential clients, and then paying the social media networks to put your call-to-action messages right in front of them.