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