Thursday, December 10, 2009
Empowering Your Channel With Social Media
Posted by Mike Dubrall at 2:17pm
Managing Director Gilwell Group
There are lots of opinions about social media and how important it is for B2B communications, but two things are very clear: 1) vendors are embracing social media to communicate directly with customers; and, 2) channel partners are far behind on the social media learning curve. The result is a missed opportunity for resellers.
There is only one way to close this learning gap. Someone has to show the channel how to use social media for business. Not just train the resellers, but provide them with the education, tools, and leadership to make them productive. But who is responsible for making this happen? The answer is another question. Who has the most to lose if resellers are not successful?
The Gilwell Group has been conducting a poll on this subject. Most readers think it is the vendor’s responsibility to educate their channel. There is also a significant minority who believe industry trade groups should step up and develop certification courses. However, almost nobody thinks resellers should or could learn to use social media on their own.
The most realistic scenario is that social media enablement will be a collaborative effort between vendors, trade associations, and even resellers. All leading partner programs are on target to integrate Web 2.0 into their core marketing and communication strategies by the end of next year. Therefore, 2010 also needs to be the year of channel social media empowerment.
Social Media is not going away. Resellers who do not know how to use it effectively will gradually be disadvantaged. And so will their vendor partners.
The Social Media Academy, in association with Gilwell Group, has developed a process to help close the social media usage gap. It’s going to take a little time and discipline, but it can be done. Visit the "Channels of the Future Blog" and join the conversation – http://gilwellgroup.blogspot.com
Michael Dubrall is the Managing Director of Gilwell Group, a research and consulting company that researches “Channels of the Future.” He is a regular contributor to Integrated Mar.com on the subject of next generation partnerships. Join the Channels of the Future Group on LinkedIn or visit http://gilwellgroup.blogspot.com for more information about social media and channels.
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