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The document discusses how commercial lawyer Ron Coleman has effectively used Twitter to build his practice, platform, and influence. It notes that Coleman says using social media like Twitter won't work for everyone. It then provides Coleman's advice on why social media networking won't work unless you understand that it is about adding value to others rather than self-promotion. Coleman suggests alternative approaches like detecting and facilitating discussions if simply promoting yourself won't work. He emphasizes that social media can work if you genuinely care about your followers and add value to them.