Media columnist Catharine P. Taylor posted an article last week with the attention getting title Hey, Social Media Experts: What You Do Is Worth Nothing!
Catharine makes a point. In a world inspired by books like The Start Up of You, marketing is no longer the limited province of well-heeled companies aspiring to differentiate or distinguish a product or service. Today, we’re inundated by legions of professional entrepreneurs, constantly “inventing, adapting and reinventing” their jobs and self-aggrandizing their personas.
But that’s taking a narrow view of the role of social media.
In the world of B2B marketing, it’s also a remarkable tool for sharing valuable content, exercising thought leadership and developing a community. Particularly for marketers participating in trade shows, meetings and events social media represents a powerful way to expand the face-to-face experience and build year-round, continuous engagement with the people that matter to us most. Really, isn’t that a key objective of all marketing?