在房间里和人聚会

{0>Imagine this:<}0{>想象这一点吧:<0}

{0>You're at a swinging Saturday night party when a person walks up and begins spouting corporate ad-speak at you.<}0{>你正在参加丰富多彩的周六晚会，这时突然有个有闯进来，开始对你滔滔不绝地宣讲公司的广告。<0}

{0>What!?!<}86{>什么！?！<0}

{0>You didn't come here for that!<}0{>你不要到这里来讲这些!<0}{0>How out of context!<}0{>多么不合时宜!<0}{0>How unwelcome.<}0{>多么不受欢迎。<0}{0>How awkward.<}0{>多么唐突。<0}{0>It's as if the person has absolutely NO social skills or appreciation for why you, and all the other party goers, are there.<}0{>好像那人完全没有社会经验或者不能欣赏你以及其他所有参加晚会的人为何到那里去。<0}{0>As you excuse yourself and escape to the other side of the room, you can't help thinking that this person has absolutely ZERO awareness of why you are there.<}0{>如果你找借口跑到房间的另一边去，你不禁考虑这个人完全不知道你为何参加晚会。<0}{0>You make a mental note to avoid them for the rest of the evening.<}0{>你在晚上的剩余时间有意回避他们。<0}

{0>Friends, it's the same when you establish a B2B presence on the internet.<}0{>朋友们，我们在互联网上建立B2B也同样。<0}

{0>Whether you are establishing a voice on Twitter, YouTube, Facebook, or on a blogging platform, you should concern yourself with who is "in the room".<}0{>无论你在Twitter，YouTube，Facebook还是在博客平台上发言，你应该关心“谁在房间里”。<0}{0>You might think it's YOUR party, but every single individual involved thinks it's THEIR party (and it IS).<}0{>你们或许认为这是你的聚会，但参与的每个人都认为是他们的聚会(而且确实如此)。<0}{0>You may DESIRE that all of your Facebook friends want to hear a litany of technical product features, but, if your followers are mainly people from your factory's neighborhood, you'd better adjust.<}0{>你或许希望你所有的Facebook朋友都愿望聆听冗长而枯燥的技术产品特征，但如果相应的人员主要来自你工厂里的同行，你最好调整一下。<0}{0>You may have specific GOALS for your social media channels, but your audience - and your ability to adjust to it - will determine your success.<}0{>你或许对社会媒体的渠道有具体的目标，但你的听众–你调整的能力–将决定你的成功与否。<0}

{0>I agree that, given a relentless flow of ANY content theme, you might "evolve" your audience.<}0{>我同意，任何内容的主题如果不加节制，你可能"演化"自己的听众。<0}{0>In other words, if you DO continue to focus exclusively on lists of product features, you WILL end up with a focused following of individuals who value that.<}0{>换句话说，如果你们继续只讲产品性能，结果你只能抓住重视产品的个人。<0} {0>But you:<}0{>但你们:<0}

·         {0>will have alienated an audience segment that initially gravitated to you<}0{>将疏远本来被你们吸引的听众<0}

·         {0>eliminated a potentially valuable audience segment and communications channel<}0{>丧失有潜在价值的听众和交流渠道<0}

{0>Here are my suggestions for partying with the people in the B2B social media room:<}0{>这里我提提出在B2B社会的媒体房间里和人聚会的一点建议:<0}

·         {0>as I've said many times, "always begin at the end".<}0{>正如我曾经多次说过"始终在最后开始"。<0}{0>Begin your process with a clear, written GOAL.<}0{>你们开始的时候要有一个明确的，写成文字的目标。<0}{0>For example, you might state that you want to increase sales by establishing a Facebook presence that connects you to buyers of your widget.<}0{>例如，你可以说你要建立一个Facebook群，方便联系你的买主以提高销售量。<0}{0>Your desire is to have them comment on your products, share ideas and information with other potential buyers, and <}0{>你的愿望是让他们评论你的产品，和别的潜在客户分享主意与信息<0}

·         {0>evaluate and react to who actually participates in your endeavor.<}0{>评估并响应能够实际上参与你努力的人员。<0}{0>If you find that co-suppliers to your industry are showing up to the party, consider adjusting your plan to take advantage of this development.<}0{>如果你发现你产业的相同供应商参加了聚会，可以调整你的计划，利用这次发展的机会。<0}{0>Of course, this doesn't mean abandoning your original GOAL - but you may want to pursue it in another way.<}0{>当然，这并不意味着抛弃你原来的目的-而是你可以用另一种方法去完成。<0}{0>In other words, you may not want to try forcing a round peg in a square hole.<}0{>换句话说，你做事情不能出格。<0}

{0>Just like in real life, social skills matter in B2B marcom.<}0{>和现实生活一样，社会技巧在B2B marcom也起作用。<0}

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