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Writing in today’s Huffington Post on trust as the key in relationships and social media, business strategist and author, (Daniel Burrus @danielburrus), provides in twenty seven words the essence of social media.

Social media is different than static media, in that social media is a two-way, dynamic communication that builds relationship and engagement. The key word here is “relationship.”

Two sentences anyone using social media in or on behalf of a law firm could paste to their desktop.

Carry it around too. Read it to the ill-informed marketing professionals, public relations’ professionals, law firm leaders, and ‘social media experts’ who talk about spreading content on social media to get traffic to a website.

Two-way — Dynamic — Communication — Engagement – Relationship.

That’s social media.

Image courtesy of Flickr by Das Fotoimaginarium.