Communication between clients and the companies they use has been on the rise for years now. Clients want to have contact with the people they are paying, and it makes sense. Anymore, the best way to do this is via message boards, commenting abilities, and social media. Everyone wants and expects the capability to give feedback, so make sure you are giving it to him or her. It’s a beautiful way to be certain you are giving the people what they want from your company.

Unfortunately, some companies see this new direct communication necessity as a daunting task. Companies are choosing to essentially “outsource” their communication to web 2.0 junkies. Be it asking for help from a social media guru or delegating the Facebook fanpage and Twitter account to whoever is the youngest person working for you, companies are afraid of the communication 2.0 world.

While it’s okay, and recommended, to find someone with unmatchable skill in the area of web 2.0 communication, the key is making sure that after they’ve gotten you started, and as they work to build your internet relationships and persona, they keep everyone else at the company involved. These are your clients getting chatted up, you need to know how it works and what everyone is saying. It’s never a one-man task. If your company isn’t made up of one person, neither should your communication be. Get everyone involved in the buzz. Use Google Alerts so you know what’s going on and every once in a while, jump on your message board and answer someone’s question or comment. Write a blog post, or send out a tweet from the companies account.

We no longer work in a vertical world, and we need to stop acting like we do. Once you get involved in the communication you will be glad you did.

(Photo Talk Nerdy to Me #2 by Constantine Graphics)

When those in business marketing discuss social media and how to make the most of it, many immediately say, “That stuff is great for B2C but I’m not seeing the value for B2B.”  While most will agree that the value to B2C is easier to find when you look at social media, there is value for B2B. You just can’t take the same path as your B2C counterparts.

The Big 3 in order of value to B2B:

Twitter is a fantastic tool to create relationships, monitor trending topics and engage with customers.  It’s astounding growth and viral demeanor has spread all around the world.   Twitter has become a great way to get involved in people’s real time discussions on various products, industries, and professions.  Connecting with new prospects, business partners, and media in your area has never been easier.  As the majority of B2B investments are not made immediately as in the consumer world, staying involved in the right conversations on Twitter can definitely boost a company’s share-of-mind with their prospects.

Linked in provides great business value in terms of recruiting and personal brand development.   In regards to B2B, getting involved in the right groups and interacting with others is a good way to build your brand.

Of course we can’t forget Facebook, with 300,000,000 users come 2010 it would be hard for any company to shy away and attempt to create a brand name for themselves.  While Facebook is definitely a consumer and B2C platform, many B2B companies are still creating fan pages while they try to figure out how to make the most of the platform.  With Facebook recently launching vanity URLs, there is at least the benefit of additional SEO value.

The key thing to remember about all of these platforms is that they were built with the goal of connecting people to other people. Depending on what your B2B solution is and who your customers are, joining these sites with no strategies or set goals is pushing a square peg in a round hole.  Companies need to have a strategy and know what platforms are best for them, if any.  As platforms continue to grow and companies continue to embrace social media, better opportunities will arise for B2B.  At FYIndOut, we’re pushing to be that platform.

I realize that we’re focuses on helping businesses, but when it comes to building a community and staying on top of social media and marketing trends, nobody is better then the hottest band in the world, KISS.  (Disclaimer:  Yes, I am a huge fan but I have no KISS tattoos and I’ve never put on the makeup.)  For those that beg to differ, say what you want about the music but learn all you can from the band and their loyal fans/followers, The KISS Army.

You wanted the best! You got it!  The smartest marketers in the rock industry, Paul Stanley and Gene Simmons!  From day one, they built a buzz and following around their band and they always knew that giving it all at their shows was what was going to set them apart from the rest of the pack.  As with any successful company that’s been around for awhile, they tried different things and changed with the times.  Some worked (Alive!) and some didn’t (KISS Meets the Phantom of the Park).  The point is they’re still around and doing well.

So now let’s skip to 2009 where KISS is working with eventful to let their fans determine where they will show up with the first ever fan-routed Tour.  That’s right.  KISS is letting their fans go online and vote for them to come to their city.  In my mind, this is pure genius.  How so? Here are a few reasons why I think this will rock for both KISS and their fans:

1. The fans get to actively participate in determining where their favorite band will show up and play instead of waiting for a list of tour dates and hoping for the best.
2. Fans will not only actively vote but get the word out to their friends in order to increase their city’s rankings.  That means free word of mouth marketing at $0 cost from your most passionate advocates.
3. Nobody likes waiting around and gambling that the big bands will add another date or two to your city due to how fast tickets sell out.  With this method both KISS and the fans know how many people are interested and will have a good idea of how many dates they’ll play based on the venue’s capacity.
4. KISS will literally know how many shows they’ll do and where well ahead of the concert tour start date.  Imagine going somewhere with a product or service and knowing not just that some people are interested in what you’re offering, but how many.

I can honestly see this taking off as the future standard for big name performers to schedule their tours.  You have to wonder what this will mean for middlemen like concert promoters going forward.

In addition to the trend above, KISS also has a huge following on Facebook and many of the other online platforms.  So what, most bands do. The difference is that KISS (and their marketing team) know how to use them.  When you look them up on these platforms, they are using them like pros.  Here’s a live clip of them promoting their demand tour.

So if you’re a part of a more established company and there are peers within your organization that are claiming that you can’t just change and start using social media like a small business, buy the whole team tickets, take them to see the best show ever and let them know that it can be done and very successfully.  You won’t even need the leather, makeup or six inch heel boots.