{"id":28261,"date":"2013-06-12t23:26:21","date_gmt":"2013-06-13t03:26:21","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=28261"},"modified":"2024-09-01t14:49:02","modified_gmt":"2024-09-01t18:49:02","slug":"being-social-in-the-new-world-of-social-media","status":"publish","type":"post","link":"\/\/www.g005e.com\/2013\/06\/12\/being-social-in-the-new-world-of-social-media\/","title":{"rendered":"being social in the new world of social media"},"content":{"rendered":"

talking to prospects when prospects can talk back.<\/strong><\/p>\n

by bruce w. marcus<\/em>
\n professional services marketing 3.0<\/a><\/em><\/p>\n

<\/p>\n

there are four things to know about what we now call the social media.<\/p>\n

first, it\u2019s media<\/i> \u2013 a means of communication, a medium, not of itself a magic carpet.<\/strong> 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\u2019re back to the old computer nostrum of \u201cgarbage in-garbage out.\u201d or to paraphrase another (if contrarian) view, it\u2019s not the medium, it\u2019s the message.<\/p>\n

second, it substantially changes the world of marketing. in the old marketing, we talked to people who couldn\u2019t really talk back (other than by buying or not buying what we were selling).<\/strong> 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 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.<\/p>\n

third, it puts marketing directly in the hands of the accountant.<\/strong> i remember, back in the early days of the personal computer, when no accountant would consider touching a typewriter keyboard (that\u2019s what secretaries were for). i remember, back then (1982), seeing a partner or two with the old kaypro computer (an early version of a laptop computer), hidden under the desk. today, no desk in any firm is without a desktop computer. many of these desktops are now used by accountants for facebook, linkedin, or managing blogs, as marketing tools. it is very much marketing 3.0.<\/p>\n

and fourth, today\u2019s social media define the meaning of change, which is the result of an evolutionary process.<\/strong> they went from non-existence to dominant communications devices in a relatively few years. the beauty of this is that the evolution darwin spoke of was a process of incremental change over thousands of years. moreover, unlike traditional evolution, which is driven in large measure by environmental response, social media are an evolution of an idea<\/i> \u2013 an evolution of the mind. with the social media, it\u2019s a process that resulted in substantial change, in our lifetime. darwin would love it.<\/p>\n

\"click<\/a>
click to buy<\/figcaption><\/figure>\n

bruce w. marcus is a pioneer in professional services marketing and coauthor of “client at the core.” this is adapted from his new book, “professional services marketing 3.0,” available for purchase here<\/a>. <\/em><\/p>\n

copyright. used by permission.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

talking to prospects when prospects can talk back. by bruce w. marcus professional services marketing 3.0 there are four things to know about what we now call the social media. first, it\u2019s media \u2013 a means of communication, a medium, … continued<\/a><\/p>\n","protected":false},"author":1340,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[5,2292],"tags":[79,906],"class_list":["post-28261","post","type-post","status-publish","format-standard","hentry","category-outlook","category-social-media","tag-marketing","tag-social-media"],"acf":[],"yoast_head":"\nbeing social in the new world of social media - 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