I was at a business dinner a couple of weeks ago with a group from the New England Fiberoptic Council (NEFC). After a lot of chit chat around our table about the changes in our industry over the last 30 years, we listened to talk about FTTH (fiber to the home). It was a bit long, but interesting to most in the room. As we wrapped up and started saying our goodbyes, one of the gentlemen at my table approached me. I was ready to offer my hand to say "It was nice to meet you..." when he said "Tell me why my company needs to be involved in Social Meda. And how will we benefit?" Wow, I just wanted to say goodbye and go home!

Actually, anyone who knows me does not believe that last line! So, we engaged in a lively discussion about the importance of social media today. He was very stuck on the idea of Facebook and how a company like his (small company doing specialty optics stuff) could not possibly find Facebook to be anything but a waste of time. It struck me a bit odd that his whole view of social media centered around Facebook. He admitted that he really did not know much about it, but he just did not get it. Obviously!

So, I offered up a few thoughts about other things that may be more worthwhile for his type of business. Perhaps a blog to show expertise and develop a following, make a few videos showing some applications for his products, get involved with Linkedin, look at Twitter to see if some of his keywords are being discussed... He did not seem moved! So, it was late and we left it there. I offered to send him an email with a bit of data about B2B social media successes and a few more thoughts on what might be right for his business in particular.

Fast forward 2 weeks and we have now gone back and forth several times in an email conversation. I have made him think about this more and he has pushed back, citing the Target boycott ordeal on Facebook. I reminded him that people can post negative things on the internet whether or not you have a presence in Social Media, so you might want to engage and monitor - at least you will be able to respond. He has not been convinced that any of it is worthwhile to spend time doing, but he has engaged - even discussed it with his daughter in college who happens to be creating a FB page for a company as part of her part-time job. A little ironic, eh?! 

I have to say that he does have reason to doubt the effectiveness of social media for his business in particular. The fiberoptics industry has been slow to adopt social media as part of their marketing strategy. When you have an industry that, in general, is not on board, there are not many people to engage with online. So, I am joining the NEFC as a board member soon and I'm on a mission to change that. It's time for this high tech, fast moving industry to see the positive side of engagement. Every industry needs to have a good presence in social media (for B2B companies) otherwise, maybe it is a waste of time. Oh my! Did I really say that?!