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Samantha Russell, chief evangelist for FMG Suite, explored how social research and AI are reshaping the way consumers discover financial advisors. Speaking at Nitrogen's 2024 Fearless Investing Summit, she highlighted the shift from traditional SEO to platforms like YouTube and Instagram, where audiences demand visual content and instant responses. Russell emphasized the importance of local SEO and securing Google reviews to increase visibility in a competitive market, urging advisors to meet clients where they are and stay ahead of the digital curve.