You're right!
Yes, there are 150 million business professionals using LinkedIn, 900 million people on Facebook, and 500 million on Twitter. But none of those people are likely to do business with you. All people talk about online is what they had for lunch, anyway.
True, there are 160 million blogs out there. But nobody goes to blogs for up-to-date industry information. They would rather read the newspaper and printed trade magazines. I mean, all manufacturers really need to stay connected these days is a basic website and a good Yellow Pages ad.
Think about it. Why would you want to have an ongoing, personal, real-time dialogue with your prospects, customers and business network? Everyone knows that real networking happens on the golf course or at the club with a couple of drinks and a good cigar.
So... STAY AWAY FROM SOCIAL MEDIA! You don't need it!
Don't Post, Connect, Link, Follow, Friend, Tweet, Plus or Share anything! You've got your brochures, pager and your fax machine. Your business will be just fine.
If you would, do me a favor and mail a copy of this to my competitors (this will really help them out), but don't share this with the folks at Aileron who hosted the 'Social Media That Matters' conference I attended last week.
One more thing. Be sure not to take the quick Social Media/Manufacturing Poll on our new Made In Dayton Linkedin group.
Timely question/post. I just joined the AMT group today and in fact have been looking into social media for more marketing. We are a small job shop machining company and am concerned I wouldn't be able to keep things fresh enough for social media or may not have the time to spend in keeping things updated. Appreciate any input.
ReplyDeleteAnswer to 1st anonymous: Your business requires a single, consistent voice. Social media requires at least one dedicated resource (person) or role to be responsible for the business's social media. (Not necessarily full time, but resposible for running the social media and developing and implementing the social media strategy.) Social media done part time by non committed employees, or handled like a bucket brigade, will be a disaster - you will wind up with neglected and inconsistently updated SM channels.
ReplyDeleteAs far as this article goes: This article started out strong with a provocative title, but it fizzles out quickly in a series of BS challenges. I have no idea from this piece why manufacturers should or should not use social media except for the standard party line of "engagement". There is no helpful takeaway or ideas specific to manufacturing.
Myself, I take the position that busy executives *are* busy and they are probably elusive, at best, to identify and to target as users of social media. Especially B2B customers. You need a stronger pitch here than "have success with SM."
Not seeing the value. It's really very simple up or down decision.....profile your best customers. Make sure you query/survey them about what social media they participate in and why. If you get answers that tell you to go there and play...you do it. If they don't...don't waste the time or energy. Linkedin is mostly for job hunting and Asian Spam. Facebook...bleah. Twitter....why?
ReplyDeleteThis is a joke right? The Staub website has facebook and linkedin icons on the homepage promoting respective profiles? Also blogs are a way of sharing social content. Surprised the coworkers or whoever proof read this post let it get published, as the other ones are much better. This guy should stick to archaic smoke signal marketing..
ReplyDeleteDear Anonymous #4. Your comments make me smile and add to the irony of this whole discussion.
DeleteMy pleasure, but I'm still confused. Fact is, I'm a partner at a digital marketing agency and we work with sales & marketing teams in the manufacturing industry to help fill sales pipelines with quality leads, and social is a part of our process. If you guys are open minded, I'd be interested in chatting with your team. http://www.linkedin.com/in/makandgersociallistening
Deletethey are the same people that did not need the phone book when it came out
ReplyDeleteWe have a business where visuals of our custom made items are a great plus to direct future customers. We use the Facebook because its faster and easier to post pictures and keep a daily dialog that our web site. We show what we are producing this week or month. It's an on-line scrap book for us and a little fun.
ReplyDeletehttps://www.facebook.com/globalms11
Companies (manufacturers or firms in any other industry) with successful social media programs tend to have clearly defined business-driven goals, genuinely want to INTERACT with prospects and customers (instead of using social media as a megaphone for shouting), pick the right social media channels for their situation and commit the necessary resources like time and money to be successful.
ReplyDeleteCompanies that struggle with social media programs tend to be those that are doing it "because everyone else is doing it" and seldom understand that social media engagement is different from broadcasting a marketing message as is done with traditional advertising and PR.
Manufacturers in 2012 should at the very least monitor social media channels to keep up with the hot topics in their industries and the marketplace is changing. Also, search engine optimization is being driven more and more by social media. Want your website to show up in Google? You better be active in social media.