Last week I downloaded and read the new research report, “Social Media Use in the Industrial Sector” published by IHS GlobalSpec. Some of the findings are consistent with their reports from previous years and others are good wake up calls for industrial marketers.
It is still true that most engineers and industrial professionals are passive users of social media – they prefer to “read, watch and research as opposed to publish, post and comment.”
Two statements from the report caught my attention. They are:
- In terms of researching work-related purchases, engineers prefer other online resources, such as search engines, online catalogs, supplier websites, and vertical search engines (VSEs) such as GlobalSpec.com.
- 54% of industrial professionals say there is “too much noise and not enough substance” around using social media for work-related purposes.
Those two findings should be a big wake up call for industrial marketers. First, industrial companies shouldn’t expect social media to pick up the slack if they stop doing things like optimizing their websites (SEO) and adding content assets such as CAD viewers and Parametric Part Number Finders to help their buyers take interim steps that will lead to the final buy decision.