When B2B Social Media Does Not Make Sense

October 01, 2010 The question arises frequently - do we need to be engaged in social media? After clarifying what the person defines as social (which is still subject to debate in the world lexicon), I stop to to think of when you should not have social media in your overall marketing plan. • Few Customers: If you have a tiny customer base (perhaps you have only 5 customers) that you are actively engaged with on a daily basis. • If the people you are trying to talk to can't access the Internet. Perhaps the people you target are in regulated industries that can not access the outside Internet from work. (i.e., some military/electric industry). • If you have a lack of resources to manage the channel of communication, you shouldn't engage in social media. This seems like a big pain point for smaller organizations.