Making people and ideas findable
Executives don’t see ROI for social networking
The story was almost laughable.
According to a story by Toby Ward, blogger for Ragan Communications, a professional communications agency, “Web 2.0 does not deliver the ROI, does not live up the hype, and is not even close to being a top priority for senior management (not all, but most). A CIO magazine’s study, Top Technology Priorities for 2008 finds that even techies don’t consider Web 2.0 as a priority.”
As a member of both Smaller Indiana, an online social network for Indiana businesspeople and creative professionals, and MyRagan.com, an online social network for professional communicators, I just laughed and laughed.
Because it’s not for them.
As a sales and marketing guy, it doesn’t bother me if C-level executives and IT pros don’t get social networking. They’re not supposed to.
You can read the rest of the blog post here.
Also, participate in the discussion in the Forum here.
Tags: bill, community, indiana, marketing, mckibben, networking, rainmakers, sales, smaller, social
6 Comments
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Comment by Kevin M. Hill on March 18, 2008 at 9:12pm -
I think you find a truth with social networking that may be true for all networking. These executives (stereotype inserted here) are at their position because they know someone, or have been a faithful servant of the corporate good.
Most entrepreneurs (sp?) learned what they could from corporate and jumped ship. Knowing that networking was how they would succeed, they started BNI, Chambers of Commerce After Hours, and Rainmakers.
You never had corporate level execs at those meetings either. They already knew who they needed to know, or could meet them at a social event we can't get an invite to attend.
So now the internet has allowed networking to take a new form. Same people will jump on it, same people will avoid it.
What they don't realize, is that many of the small businesses will use these forums to advance ideas that will benefit them. Further, they will enhance relationships to get them in contact with these execs to pitch them the ideas.
They may not need them directly themselves, but they should be fans of them just the same.
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Comment by Andrew Ball on March 18, 2008 at 10:14pm - Change the time and the same discussions were probably held when the automobile was replacing the horse and buggy.
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Comment by Brian Huff on March 19, 2008 at 10:10am -
I've had experiences where business owners didn't think email would last and nothing beat picking up the telephone (the one with a cord) and dialing up that number.
I always thought blinders were for the Amish horses pulling the buggies.
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Comment by Bill Hodge on March 19, 2008 at 8:45pm - I think the thing most of them fail to grasp is that it is not really about how many impressions you can make, but rather, it is about how deep that impression can go.
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Comment by Matt Theobald on March 20, 2008 at 1:04am -
Andrew, The call this the Buggy Whip Factor.
The best, ever, most excellent buggy whip was manufactured at the end of the buggy whip.
I attended an event for the Center for Excellence For Workforce Development at Lilly today. They are using a Sun Microsystems/DewPoint system which was kind of a cross between SMIN/Ning and a CMS/Social Network chat etc with basic user profile.
The thing to do beyond measuring stats/analytics is to add reviews of content and have members evaluate each others content. Could you add a document upload since you can do music files?
Thoughts...
Repsonses?
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© 2008 Created by Pat Coyle
to sell this on a level that makes sense to them you have to bring it to a level they understand.. and that means you have to know THEIR social networking practices....
The wave has passed... cutting edge social networking is already come and only the cool are using it... now we need the ROI.. now we need to convince the real money that SN is REAL to their bottom line.
I can prove it... but will they listen?