You've launched a Facebook page and a Twitter feed, and you've got a few hundred followers on each. Maybe you even monitor and update them regularly.
All the firm's principals are on LinkedIn and properly connected to the firm's page. (You have created a LinkedIn page for your firm, right?)
Congratulations: that's a good start.
Traditional social media now is entering its second decade, as measured from the launch of the seminal social site, MySpace, in August 2003. In early years, social media was seen as the Internet's crowded community promenade, safely sequestered away from the "serious" business and media websites that once defined the Internet's popular profile.
Today, social media has grown up. Instead of being a place your kids hang out, social has evolved to become the default mechanism for public interaction between any two - or more - parties online.
Whether the conversation is between a store and its customers, a TV anchor and her upset viewers, or a firm and its (prospective) clients, social is virtually always the medium.
As you might have guessed from this post's title, that medium has grown well beyond the marquee names of Facebook, Twitter, and LinkedIn. Those forums remain incredibly important, to be sure, but it's not enough to plant your firm's flag there and call it a strategy.
Note: Click on the graphic to enlarge it for easier viewing.