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  1. April 9, 2010 8:08 am

    Jeff, great article and thanks for sharing this research. We still find many b2b marketers are in denial about C-level usage of social media. However, this research and a study last year by Forbes ( prove its playing an increasingly key role in the buy cycle and cannot afford to be overlooked.

    We’ve attempted to pool some of the recent research in a blog post ( Would also be interested in hearing perspectives from CEOs and Directors on their social media usage and the role it plays. Thanks. Also, really enjoyed your post on role of social media on organic SEO – highly recommended!

  2. April 29, 2010 4:11 pm

    I am the owner of a small business (law firm). While I am becoming increasingly sold on the concept of social media for my business purposes, I am finding that in a service industry – such as law (insert: medicine, etc.), as opposed to a product industry, some of these principles just don’t apply. Am I missing something? While Ford or some manufacturer may get consumer feedback on a product and utilize this in decision-making, I’m not in a position (due to confidentiality) to ‘share’ or invite comment of a client’s case. I still believe that social media is the way to go in terms of connections, marketing, branding, etc. – I’m having a hard time getting a handle on where this new marketing fits into a service industry. Also somewhat perplexing is how social media marketing affects SEO – is that really a key component for today’s search engines? Thanks for all the great posts.

  3. John Lawrence permalink
    May 30, 2010 11:23 pm

    I am also in a service industry (healthcare/music therapy). I cannot solicit advice on the treatment of clients whom I serve, nor can I use social networking to solicit clients/communicate with clients. However I can establish credibility using a “managed” approach to postings (control the content that I post), build a diverse and incredibly specific network of like minded peers and engage with individuals who are struggling to understand, or who are new to my profession.

    Taking into account that these findings come from the role of a CEO or manager, I find them very relevant (especially #1, 2, 6 and 11). Social networking has forever changed the way that we make decisions, seek out support for ideas, and communicate with/locate individuals who share our beliefs or philosophies.

    From the perspective of the individual worker, however, there may be less impact. They may feel more empowered by the part that they are playing in the decision making process of their managers. They may also feel more threatened as increasingly, it seems, that decision makers are taking the social networking tools into account when selecting a candidate for a new position, entry into post-secondary institutions.

    IMO, social networking has gone from an “interesting experiment” to “creating a new reality”. I’m looking forward to viewing future postings.


  1. Storytelling Social Media Marketing PR Technology & Business Curated Stories Apr. 6, 2010

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