Marshal McLuhan, as we may remember, said the medium is the message—and our message is that we are global, mobile, and social. McLuhan postulated that the medium was an extension of us. This was considered controversial at the time, but time has proved him prescient.
With statistics showing increases in the number of networks, the use of the networks, and the time we spend on this medium there is no denying it is a trend that cannot be ignored. Digital encounters are becoming the de facto mode of interacting with the new demographic.
But most B2B environments have yet to find their ‘voice’ in the social world. This may be due to a variety of factors: lack of understanding of the media, not seeing a need to be as ‘social’ as a consumer might, or resistance due to the challenges the media places on privacy and proprietary dialogue. This report does not debate the value or merits of business use of social media; rather, it discusses what is being done and what the direction may be in the next year or two.