IMC Intuition

Thinking out loud about all things IMC

Does Social Media have to be so time consuming?

with 3 comments


Why does social media seem so time consuming to B2B industrial marketers?  In my opinion, we are so consumed by handling email,  we aren’t taking advantage of the new tools and technologies offered in the Web 2.0 environment.

B2B has an article in their June 8, 2009 edition entitled, “Prepare for the Social Web” by Paul Gillin. He believes that we are in the beginning stages of a new transition in B2B as the technology morphs and grows to accommodate social conversations in a more efficient manner. Paul points out that every social networking site requires a unique profile, and while all offer some functionality, people spend too much time filling out profiles and not having true connectivity among social media platforms.

No wonder the largest obstacle to companies adapting social media strategies is the lack of time.  In response to this issue, he believes that, “our profiles and relationships shouldn’t be limited to branded communities; they should be persistent and portable wherever we go.”

He reports that Google has introduced a new technology called Wave, “a technology that lets people create discussions and embed them in other sites via a network of linked widgets.” Progress in this type of technology can support more efficient collaboration and overcome the limitations of email as a primary communications channel.

Watch Google Wave demo – it’s really cool

What is a Wave?  According to Google:

A wave is equal parts conversation and document. People can communicate and work together with richly formatted text, photos, videos, maps, and more.

A wave is shared. Any participant can reply anywhere in the message, edit the content and add participants at any point in the process. Then playback lets anyone rewind the wave to see who said what and when.

A wave is live. With live transmission as you type, participants on a wave can have faster conversations, see edits and interact with extensions in real-time.

Sign up for the first release at

New technologies like Google’s Wave are under construction to streamline the communications and networking capabilities that will enable even the smallest business to thrive in the transparent and connected environment of Web 2, and eventually 3.

Links in this post:

Prepare for the social Web, Paul Gillin , Story posted: June 8, 2009 – 6:01 am EDT,
B2B; The Magazine for Marketing Strategists,

Written by Beth Ryan

June 17, 2009 at 9:42 pm

3 Responses

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  1. Hello. I found your comment on the e-SIG website and it interested me since I am trying to develop social media places for my small snack food packaging company. It is time consuming! Since many of my customers are NOT hooked into the internet–many are small or not interested–I still have to market to them the old-fashioned way–mail, etc. So I’m finding that I have to do both. Also, is there any place that will explain all this jargon to a dinosaur like me (I’m only 50, but feel 90 when I start wading around in the social media pool)? I am looking forward to reading your other posts about B2B marketing. I will learn this stuff!

    Mary Birdsong

    June 24, 2009 at 7:52 pm

  2. Mary, you’re a young chic – I’m 56! What I have discovered is that I need to dig into these things and try them. This afternoon I spent a half an hour showing a 35 year old team leader how to join a discussion group on Linked In and how to follow our company on Twitter, so age has nothing to do with it. In fact, check out this article on the NY Times:

    We are the fastest growing group on Facebook. I believe we met at a SIG meeting, you have a great website, I’m sure you’ll find your sweet spot in social media.


    June 24, 2009 at 8:21 pm

  3. Social media is very time consuming. This is why more businesses that are truly invested in the platforms, hire social media specialist. People who solely dedicated to Facebooking, Tweeting, up loading vids, etc., are becoming more in demand, just take a look at the New York Times new hire (shameless plug to visit

    The time consuming nature of the venture is why many are calling for a tool that calculates ROI. Companies are investing in the new technologies at a relatively low cost, if not free, but the other expenses related to time, software, hardware, etc are expensive.

    I don’t think Google Wave is going to solve this problem. The online collaboration tool is a dream come true, but for a different night’s dream. At my job I am constantly bombarded with e-mails and it drives me crazy! For some reason the culture of my job is to CC everyone on an e-mail and then every hits Reply All for the duration of the conversation.

    Having something like Wave keeps all conversations contained in a neat little bubble. No need for constant attaching, detaching, editing, and collaborating in one just tool. For the past few months I have searched for a tool that will allow for real time collaboration. I stumbled upon things and The Box, but nothing even remotely close to Wave features.

    Your post discusses two important issues that are similar but independent of each other. 1) How do we manage social media to make a less time consuming and more effective platform. I think there aren’t any easily solutions to this problem. The site offers tips on how companies can actual mange this process. The overall theme is to acknowledge that it is a daunting task for one person to attempt to do this.

    Giving the company has a whole the benefit of participating in the mediums is a solution. Training, policy guidance, and technical assistance makes this feat possible.

    2) Effective collaboration with different partners, entities, and other relations. Wave may just be the next raging idea to solve this problem

    Nice post and nice B-2-B theme.


    June 25, 2009 at 2:52 pm

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