Online Marketing Blog‘s interview with Tac Anderson, who combines heading up social media at HP with being “entrepreneur in residence” at a VC firm (an interesting job combination, if ever there was one), is well worth a read.
As m’learned colleague Alisa Hansen never tires of reminding the world, social media as a term has a limited shelf life. That’s not a bad thing, it’s just that the term is useful right now as we come to terms with the way that the web is evolving. As Alisa says, “the web is social”.
It’s nice to hear that perspective echoed by Tac:
I used to get a lot of people ask me about the difference between Web 2.0 and social media. I explain Web 2.0 as the technologies and tools that enable social media (RSS, JAVA, blogs, wiki’s etc) and social media is the trend in online content/media/whatever that enables people to communicate with each other directly. It’s media that you help shape and influence.
I don’t get the Web 2.0 question much anymore, I think that peaked in early 08 and I’m already seeing a lot fewer questions about social media. We’re really getting to the point, that we all knew we would, where all online content is social in some way. If it’s not now it will be in the next 2 years.
He also has a deft phrase to sum up why blogs are important for a big tech firm like HP – the “two Gs”:
If your customers are CXO’s (CEO, CIO, CFO, CMO) then the reason you have a blog is because the two most influential factors to a CXO’s decision making process are the Two G’s: Google and Gartner. Google is speaking to the importance of all search and Gartner is speaking to the importance that analysts play. Blogs are great for reaching both. There’s no lower bang for your buck tactic to reach the two G’s than having a high quality blog.
Even if Gartner‘s not that important to your business, it’s likely that there are other influential stakeholders it’s sensible to connect to via blogs.
Also worth taking a look at is the HP marketing blog – Marketing Impressions – which Tac mentions, which has accounts of HP’s various engagements and programmes in social media.