IMC Intuition

Thinking out loud about all things IMC

Just getting started – Social Media for B-to-B

with one comment

In my experience working with primarily Gen X and Baby Boomer engineers, social media is not currently on the radar screen, mostly because this group relies primarily on e-mail as their primary source for communication.  I believe that this will change quickly for two reasons:

1.  Social media’s great strength is the ability to create community around specific topics, for example, I belong the American Wind Energy Association ( ) Group on Linked In  ( that  allows me to monitor discussions, news and the companies involved in this important new market, all in a single location, complete with links and regular e-mail updates.  In fact, I belong to variety of groups where I can post questions and get quality feedback.

2.  In 2005, the National Association of Manufacturers (NAM) launched the Dream It. Do It. ( campaign to attract young workers to manufacturing.  In a report dated 9/9/2005, NAM reports that by 2010, “there will be a skilled worker shortage of 8 million, increasing to 14 million by the year 2020.”  ( Social media is the ideal medium to use to reach Gen Y and Gen X workers looking for new opportunities, networking and training. 

Jon Miller, VP of Marketing for Marketo, an automation software company feels that social media fails B2B marketing because, “More broadly, since social media rewards popularity, not quality or accuracy, there is an inherent push to write about trendy topics that will get links, not the time-proven tactics that B2B marketers use on a day to day basis.  I’m not saying that social media doesn’t play a role in B2B marketing, since it clearly has a big role to play in driving traffic, building thought leadership, and facilitating word of mouth referrals. “  Read the entire post at

What do you think?  Is there a place for social media, Linked In, Facebook, etc. in B to B for old economy manufacturing?


Written by Beth Ryan

May 19, 2009 at 5:12 pm

One Response

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  1. There is definitely a place for social media in these OLD industries. Exactly how it will be used is up in the air at this point. My company is using it to build communities of subscribers. Our Facebook page has been slowly growing…


    Doug Glenn

    May 21, 2009 at 3:34 pm

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