{"id":3703,"date":"2012-12-10T15:03:36","date_gmt":"2012-12-10T20:03:36","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=3703"},"modified":"2021-11-16T09:21:54","modified_gmt":"2021-11-16T14:21:54","slug":"media-and-social-two-scary-words-in-b2b","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/media-and-social-two-scary-words-in-b2b\/","title":{"rendered":"\u201cMedia\u201d and \u201csocial\u201d: two scary words in B2B"},"content":{"rendered":"

The study conducted by Exo earlier this year<\/a> demonstrated that the adoption of various social media by B2B companies in Quebec is only partial to say the least. Personally, I\u2019ve noticed that during the last few years these companies have been reticent when it comes to \u201csocial media.\u201d This is not because of what they truly are, it\u2019s more the expression itself that scares them. But why?<\/p>\n

Don\u2019t confuse \u201cmedia\u201d with \u201cmultimedia\u201d<\/strong><\/p>\n

The problem with the word \u201cmedia\u201d is that it is too often associated with entertainment. Media, traditionally, signifies the tv, radio, newpapers; all kinds of entertainment. And when we hear the word \u201cmultimedia,\u201d we tend to think of music, movies, videos. Even more entertainment and diversions!<\/p>\n

Media, however, by definition pertains to the means of diffusion, distribution or transmission of content, whatever the format (written, televisual, etc.). And media existed intrinsically well before becoming social. Later, when internet would eventually become the channel of collaboration by excellence, social media was born. As internet is an endless space, microsocieties turning around common interests and needs were formed, and various networks are perfect examples of this.<\/p>\n

Don\u2019t confuse \u201csocial\u201d with \u201csocialize\u201d<\/strong><\/p>\n

If the word \u201csocial\u201d is often misunderstood, it\u2019s probably because it\u2019s easily associated with the expression \u201csocialize,\u201d which more or less means fraternizing with peers in a festive context. However, B2B companies generally don\u2019t like to be associated with this image. Rational companies, unlike B2C companies which target consumers directly, are naturally not emotional.<\/p>\n

This simple problem of connotation (or, if you prefer, this perception) is easily resolved by returning to the roots of the word, or its first definition. Originally, the adjective \u201csocial\u201d qualifies what is related to an ensemble of people who belong to the same group, within the same \u201csociety.\u201d<\/p>\n

So when we say that media are \u201csocial,\u201d it\u2019s simply because they allow people to interact and to exchange in real time. The rest is optional. Not to worry, B2B companies!<\/p>\n

All in all, as soon as the adjective \u201csocial\u201d is placed next to \u201cmedia\u201d or \u201cnetwork,\u201d B2B companies seem to lose all objectivity and seem to believe that one word alone would threaten their professional integrity. Besides, does \u201csocial capital\u201d sound like a celebration to you? No, it doesn’t. Nevertheless, the word \u201csocial\u201d here has the same meaning: \u201crelative to a group of people with a common goal or common interests.\u201d<\/p>\n

Social media, not so scary after all<\/strong><\/p>\n

Finally, when we look at social media as a channel of communication and by building on the engagement, the exchange and the sharing of knowledge within social networks, B2B companies are maximizing their chances of generating qualified leads. This way they\u2019ll easily be able to manage prospects thanks to social media, of which they are so reticent.<\/p>\n

And for those who are wondering what the difference is between \u201csocial media\u201d and \u201csocial networks,\u201d this will be the subject of my next blog post. Subscribe to our email list so you can be notified when it\u2019s published.<\/p>\n","protected":false},"excerpt":{"rendered":"

The study conducted by Exo earlier this year demonstrated that the adoption of various social media by B2B companies in Quebec is only partial to say the least. Personally, I\u2019ve noticed that during the last few years these companies have been reticent when it comes to \u201csocial media.\u201d This is not because of what they truly are, it\u2019s more the expression itself that scares them. But why?<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-3703","post","type-post","status-publish","format-standard","hentry","category-social-networks-2"],"acf":[],"yoast_head":"\n\u201cMedia\u201d and \u201csocial\u201d: two scary words in B2B - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/media-and-social-two-scary-words-in-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cMedia\u201d and \u201csocial\u201d: two scary words in B2B\" \/>\n<meta property=\"og:description\" content=\"The study conducted by Exo earlier this year demonstrated that the adoption of various social media by B2B companies in Quebec is only partial to say the least. 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