I’m hoping for antisocial media.  I can see how to make a buck off of that. Meanwhile, social media continues to gain dominance in marketing, and for good reason.  Humans, and even politicians, are social animals.  We commune for pleasure, profit and procreation (which pretty much describes a day in the life of Eliot Sprtizer).  Even the most sterile of pursuits requires some social aspect.  Every poor blogger, alone in his office, hammers out prose in order to asynchronously connect with other humans. Business-to-business (B2B) activities are thus social interactions.  Oracle commits social acts when it interacts with other enterprises, aside from the select few it eats.  Thus social media should be a component of B2B. The oddest aspect of B2B social media concerns who in the relationship needs to socialize and why.  The failure to think through these two questions have led to various B2B social media catastrophes including … Continue reading →