Shooting Yourself in the Foot

Thinking, Doing, Getting

Technology providers have a long and proud history of “ready, fire, aim” programs. In fact, many channel partners eagerly skip over the “ready” step to start firing their marketing gun as soon as possible. As for “aiming,” if you don’t know where the target is hidden, no one can say you missed it. (Unless you shoot yourself in the foot and your injury is visible to your boss.)

With social media, this approach is an absolute calamity. Things happen so fast and the results are so permanent that a misplace d shot can have disastrous consequences. For channel partners, it is not possible to have an effective social effort without thinking about it first. Otherwise you just end up with a lot of random Tweets, a dead LinkedIn Group, and a Facebook page with the wrong kind of Friends. (Not to mention a lot of sarcastic posts you wish you could just delete!) Continue reading “Shooting Yourself in the Foot”


Is your Social Media Coach Competent?

Like any other technology “revolution,” social media is attracting a horde of consultants, agencies, and service providers that are anxious to take your money or claim your market develop funds. Worse, it’s easy to waste your time with unskilled social media coaches that will neither bring you business nor improve the marketability of your products or services. So how do you know if your social media coach is capable? (or at least not a fraud!) A competence checklist is always helpful. Continue reading “Is your Social Media Coach Competent?”


Is Twittering a Hobby?

A few weeks ago in the Channel Social Media Empowerment session, we were talking about Twitter and how it can be used in B2B communications. During the broadcast, one of the resellers texted me this question: “Since Twitter is still in its infancy, wouldn’t current Twitter use be considered more hobby-like than professional?” The message just sat there on the side of my screen without an answer, as I continued to talk about Twitter search capabilities.

The question annoyed me at first. It was frustrating that we had not successfully demonstrated that Twitter is already an important business tool for individuals and companies. The concept of Twittering as a hobby did not set well with me at all. It seemed to trivialized the impact of Twitter and all social media activity for that matter. What was this reseller thinking? Continue reading “Is Twittering a Hobby?”


If You Were Presenting Social Media To Channel Executives, What Benefit Would You Stress?

Despite the popularity of social media at the street level, many channel organizations have been holding back. Slowed by a potent mixture of financial, organizational, cultural, and intellectual impediments, some partnering professionals have not been willing or able to present a compelling case for social media investment. Instead, they have been hunkering down and hoping that they can be successful by working harder with familiar programs and tools.

Presenting Social Media to Executives
Presenting Social Media Benefits

There are exceptions. Social Media for resellers is now all the rage at some companies who have been smart enough to envision the potential of thousands of channel partners Twittering away about their products. They are not hunkering down. Quite the opposite. These corporations have incorporated channel partners into their social media plans and are moving ahead with social media training and program support.

There are reasons for these initiatives, of course. Good reasons. From our research, Gilwell has found there are three important social media benefits that channel managers are beginning to understand and quantify. Continue reading “If You Were Presenting Social Media To Channel Executives, What Benefit Would You Stress?”