The old social media vs. the new.

One of my professional service firm clients is struggling with the notion of using social media in their marketing efforts. Run by folks generally over the age of 50, this firm comes from the same school that taught lawyers to shun advertising or, for that matter, any kind of marketing. They believe that business is business and all that social stuff is, well, something else. I simply asked: "Is golf social or business?" They immediately responded by saying "social" ... and then backtracked as we discussed all the deals they had made on the golf course. One positive difference: A female colleague opined that golf helped keep women out of the business world for years. Clearly, the "new" social media has no gender bias.