Being Social in the New World of Social Media


There are four things to know about what we now call the social media.

First, it’s media – a means of communication, a medium, not of itself a magic carpet. Which means that its value lies in its ability to convey ideas and facts to a vast world of viewers. Which means, as well, that we’re back to the old computer nostrum of “Garbage in-Garbage out.” Or to use another (if contrarian) view, it’s not the medium, it’s the message.

Second, it substantially changes the world of marketing. In the old marketing, we talked to people who couldn’t really talk back (other than by buying or not buying what we were selling). Very primitive and cumbersome. With social media, marketing becomes a conversation. We no longer talk at people, but with them, which creates a dynamic that never existed before. And what was once a mass market becomes an individual market, but one with individual feedback. For lawyers and accountants, who, by the definitions of professional services marketing, must participate in any marketing activities, this is a new and invaluable tool. It must be learned by the professionals who would compete with one another for practice development.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Bruce W. Marcus | Attorney Advertising

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