Marketing – The Industrial low road in the land of Social Media

Ok, so I am the new one around this social media (SM)neck of the woods, but already in my brief scan of SM sites, you just can’t avoid the word “marketing”.  It has to be one of those words that really pops out in many tag clouds; yes – I have actually learned what this is and it is only day 2!

It makes me think about when I first lived in the city of Atlanta, every street seemed to begin or end with the word PEACH TREE…  Couldn’t anyone think of something a little more creative?

Let me give an example of what I am talking about.  In the article Jump on the social media bandwagon, the author suggests that industrial type firms can benefit from social media, but then fails to take the high road to suggest these “for good not evil” purposes, and slides back into only discussing the marketing benefits.

Surely there is a greater, deeper and richer connection between social media and industry than Ms. Van Wyk’s suggestion of making B2B connections through LinkedIn, right?  How about industrial based collaborative learning communities, R&D technical discussions, or perhaps networks of those interested in a particular industry?

Come forth citizens of social media land…  point me toward the HIGH road beyond SM as marketing.

An Army of 1 – Field Report #1

I walked to the parking garage in the darkness, my heart was racing almost as quickly as my mind.  I was afraid, anxious and agitated.  My stomach had that deep ache that told me what I was about to undertake something that was not in my nature, yet it was something I had to do. Signing on for the social media research class, I was being sent deep behind enemy lines.

The objective was clear –  infiltrate the enemy, learn their language and methods, assess their tools and the value of their tactics, and bring home the information for those outside of the social media culture to benefit from.  That said, a clear mission does not necessarily make for an easy one.

“Hiding” in plain sight, I listened to them speaking through the first class;  the words were cryptic yet sounded strangely familiar.  I struggled to connect the pieces of information that I was able to make sense of.  Clearly their language would require more than just a casual field book to interpret.

In spite of the language barrier, they appeared amazingly friendly, collaborative, and willing to share their “secrets”;  I will need to remain diligent, I suspect this approach is part of their recruitment strategy…