Steve Rubel, SVP and Director of Insights for Edelman Digital, and Angela LoSasso, US Social Media/Social Networking Manager at HP, discuss the future of the Social Web. I took a couple of things in particular from this discussion. Steve discusses an important distinction between the insider’s and outsider’s view of social media. While technology insider’s readily adopt new social media tools, such as Twitter, the outsider’s uptake can be much slower. Utility isn’t a given, and when one’s personal social circle is comprised primarily of other such outsider’s, new social media technologies aren’t likely to seem particularly important. I think this is an important lesson for technology insider’s who are trying to coax reluctant businesses into the social media pool.
Angela LoSasso offers yet another example of the importance of listening when it comes to social media participation by businesses. While many businesses are chomping at the bit to turn social media tools into new marketing channels, some of the most important benefits are gained from just being there. Monitoring social media conversations is a great way to gauge the pulse of consumers, to discover unmet needs, and to inform the product innovation process.