I’ve been tasked with an interesting project. Truthfully, it’s not all that different from what I’ve done the last 5 years but, what is interesting, is my initial reaction. I actually said “I don’t think social media will work”! Can you imagine that?
I have been preaching the benefits of using social media since I attended my first #MESHmarketing conference in 2006. I didn’t know much about it. I didn’t blog. But I got it. I knew that I was bearing witness to a changing tide in Marketing.
So I began to learn. I attended online Social Media summits. I started following key influencers. I got a Twitter account and began to tread the waters. I installed Tweetdeck and learned ways to leverage hashtags and lists. And I began to implement a social media program at the company where I worked.
And I learned. And I’m still learning.
Social Media is a strange beast. In its simplest form, it is merely one more tactic in a marketer’s toolbox. But it is rarely looked upon in its simplest form. Because it has become very personal.
Social Media is about community. Social Media puts you smack in the middle of everything. It enables you to communicate with peers, express your opinion, research products, socialize globally with like-minded individuals and yes, even follow celebrities.
But for many businesses, especially public companies, Social Media is daunting. It is a new territory of criticisms, unhappy customers, and an arena where you can’t control the content.
Social Media represents a new era. An era where, instead of giving people the information you want to receive, you must learn to share the information they want to get. The whole sense of community is a foreign concept, and not one easily embraced.
But the tides are shifting and businesses are starting to realize the value. Not all businesses, mind you, but many more B2B organizations are incorporating Social Media into their marketing mix than they were 5 years ago.
But there is one group of individuals who, in my opinion, are still not convinced. And if you’re a B2B marketer in the tech space (of which I am one), then you may find yourself wondering what to do next?
You see, most IT professionals and developpers scoff at the notion of Social Media. There. I said it. They hate it. They see no value in it. They don’t “do twitter”. If they use Facebook at all, it’s for purely personal reasons. Same for LinkedIn.
So I ask you, as marketers, how do you include these individuals in your community? How can you reach out to them and share your carefully-crafted IT content? You know, the whitepapers that you struggled to ensure don’t smell like marketing collateral. The webinars you know they would attend if they knew about them.
I’ve had the pleasure of working with some very smart people over the years. And as far as I know, their “social media”, their “community”, consists of forums and groups. Yes, the same communities that they’ve participated in for years. Long before social media was the cool new buzzword. But I wonder if that is beginning to change. Are IT people starting to embrace traditional social media venues? Are they on twitter? If so, what hashtags are they using? #ITpro and #ITprofessional seemed to be fairly active, but there wasn’t a lot of meat behind the tweets.
We are all trying to reach this elusive group. And they know it. My question is, is this why they stay away? I certainly hope not. Because that would be unfortunate.
If you’re an IT Professional who is embracing social media please share your thoughts. And if you’re not, please tell me why.