Social Media

Can social media work for industrial customers? In some cases, yes it can. In fact, some aspects of social media make perfect sense for companies selling industrial products to industrial buyers. We do, however, admit to a considerable level of frustration with many of the claims and broad, sweeping assertions being made about social media by its proponents. The following articles present our thoughts and opinions on theory and practice of social media.

Are You Sure You Want to Give Up Control of Your Public Image?

Most industrial companies have spent hundreds of thousands of dollars over the years carefully crafting their public image. Through corporate logos and style manuals, public relations, advertising, and community service programs. Yet many of these companies suddenly seem all too willing to surrender control over these images to the whims of a capricious public.

Figures Don't Lie, But Liars Figure

Many of the articles we have read on social media mention the impressive return on investment (ROI) generated by such programs.  Few go into any detail about how companies calculate this ROI.

If It Sounds Too Good To Be True...

Assuming that the companies to which you wish to sell your products actually allow their employees to visit social media sites during work hours, why would you choose to sell through such an ineffective channel?

Let Us Make It Right... Before You Start Tweeting About Us!

Every company screws up at one time or another. No matter how good it is, no matter how hard it tries, sooner or later every company gives its customers reasons to be angry. Only the most self-righteous among us would fault a company for getting it wrong.

Listening is Only Half the Selling Process

For a while now, we have been troubled by the notion (actually the claim) that social media is the wave of the future for marketing and sales.

The Hidden Cost of Social Media

After all they have read about social media, some may ask, "Even if social does just a little good, shouldn't we try it? After all, what harm can it do?" 

The Public Face of Your Company Is a Recent College Graduate!

If the name of the game in social media is thought leadership and the influence over consumer or corporate purchasing decisions that comes with it, shouldn't companies choose their best, brightest, and most knowledgeable people to engage the public?

What If You Could Reach 80,000 Followers?

Celebrities, sports teams, and news outlets aside, most of those involved in social media have fewer than 125 friends on Facebook and 130 followers on Twitter. Yet, they revel in magnitude of their audience. They regularly broadcast their likes, dislikes, opinions, and musings to individuals who are like-minded enough to accept and read them.

Who Do You Believe?

If we accept that social media is, in fact, a useful listening platform for companies (whether consumer or industrial), then we are faced with the quandary of who to believe and who to discount.

With Everyone Blogging and Tweeting, How Do You Know Who the Thought Leaders Are?

Lest we be labeled haters of all things electronic, we would like to go on record by saying that we firmly believe blogging can be a useful tool in industrial selling.  Its value, however, lies far less in the area of social media than in that of search engine optimization.