Remember the good old days when we just did a bunch of things and didn’t have specialized terms for them? Yep, these aren’t them.
“Social media marketing” came about when social media platforms were introduced and we learned how to use online technology to build relationships that we’d previously been building offline (that’s tremendously simplified, but you get the idea). Then “content marketing” came along to describe what many law firms had been doing for years – writing about the law and its impact on their clients, and then sharing it with them. As a term, content marketing is broader than that, but in terms of the legal industry, that’s pretty much the short version.
As we worked through the introduction of the terms, we separated people into two camps: the “broadcasters” and the “engagers.” The “broadcasters” treated social media and content marketing as a means to spread their message around, but without the end goal of developing community with anyone. This isn’t a bad thing, it’s just a different valuation – some of the goals that firms/lawyers who embrace this philosophy might be pursuing are reputation enhancement, being considered a thought leader on a particular subject, etc. Many firms/lawyers have been successful, and even built a large following this way, and spend little or no time engaging with their audience.
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