Five year ago, I joined a prestigious (I thought at the time) Long Island law firm with the idea that I could start a National practice devoted to ERISA and single employer retirement plans. Unfortunately the idea was to cross sell my services to our existing client base and use that to create relationships with financial advisors around their country and help them service their clients. Thanks to the firm being stocked by many former solo attorneys, the client lists were shut off. Still trying to build that practice, I started to write a few articles and attempted to work with social media. Thanks to the Firm’s advertising committee, those ideas were thrashed. After starting my own practice almost 3 years ago, I turned to social media to build my National ERISA practice after languishing using a public relations firm. So this article is about my experience using social media and how social media should be an integral element of any law firm’s marketing campaign, regardless of size