在房間裏和人聚會

{0>Imagine this:<}0{>想像這一點吧:<0}

{0>You're at a swinging Saturday night party when a person walks up and begins spouting corporate ad-speak at you.<}0{>你正在參加豐富多彩的週六晚會，這時突然有個有闖進來，開始對你滔滔不絕地宣講公司的廣告。<0}

{0>What!?!<}86{>什麼！?！<0}

{0>You didn't come here for that!<}0{>你不要到這裏來講這些!<0}{0>How out of context!<}0{>多麼不合時宜!<0}{0>How unwelcome.<}0{>多麼不受歡迎。<0}{0>How awkward.<}0{>多麼唐突。<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{>好像那人完全沒有社會經驗或者不能欣賞你以及其他所有參加晚會的人為何到那裏去。<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{>如果你找藉口跑到房間的另一邊去，你不禁考慮這個人完全不知道你為何參加晚會。<0}{0>You make a mental note to avoid them for the rest of the evening.<}0{>你在晚上的剩餘時間有意回避他們。<0}

{0>Friends, it's the same when you establish a B2B presence on the internet.<}0{>朋友們，我們在互聯網上建立B2B也同樣。<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{>無論你在Twitter，YouTube，Facebook還是在博客平臺上發言，你應該關心“誰在房間裏”。<0}{0>You might think it's YOUR party, but every single individual involved thinks it's THEIR party (and it IS).<}0{>你們或許認為這是你的聚會，但參與的每個人都認為是他們的聚會(而且確實如此)。<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{>你或許希望你所有的Facebook朋友都願望聆聽冗長而枯燥的技術產品特徵，但如果相應的人員主要來自你工廠裏的同行，你最好調整一下。<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{>你或許對社會媒體的管道有具體的目標，但你的聽眾–你調整的能力–將決定你的成功與否。<0}

{0>I agree that, given a relentless flow of ANY content theme, you might "evolve" your audience.<}0{>我同意，任何內容的主題如果不加節制，你可能"演化"自己的聽眾。<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{>換句話說，如果你們繼續只講產品性能，結果你只能抓住重視產品的個人。<0} {0>But you:<}0{>但你們:<0}

·         {0>will have alienated an audience segment that initially gravitated to you<}0{>將疏遠本來被你們吸引的聽眾<0}

·         {0>eliminated a potentially valuable audience segment and communications channel<}0{>喪失有潛在價值的聽眾和交流管道<0}

{0>Here are my suggestions for partying with the people in the B2B social media room:<}0{>這裏我提提出在B2B社會的媒體房間裏和人聚會的一點建議:<0}

·         {0>as I've said many times, "always begin at the end".<}0{>正如我曾經多次說過"始終在最後開始"。<0}{0>Begin your process with a clear, written GOAL.<}0{>你們開始的時候要有一個明確的，寫成文字的目標。<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，你可以說你要建立一個Facebook群，方便聯繫你的買主以提高銷售量。<0}{0>Your desire is to have them comment on your products, share ideas and information with other potential buyers, and <}0{>你的願望是讓他們評論你的產品，和別的潛在客戶分享主意與資訊<0}

·         {0>evaluate and react to who actually participates in your endeavor.<}0{>評估並回應能夠實際上參與你努力的人員。<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{>如果你發現你產業的相同供應商參加了聚會，可以調整你的計畫，利用這次發展的機會。<0}{0>Of course, this doesn't mean abandoning your original GOAL - but you may want to pursue it in another way.<}0{>當然，這並不意味著拋棄你原來的目的-而是你可以用另一種方法去完成。<0}{0>In other words, you may not want to try forcing a round peg in a square hole.<}0{>換句話說，你做事情不能出格。<0}

{0>Just like in real life, social skills matter in B2B marcom.<}0{>和現實生活一樣，社會技巧在B2B marcom也起作用。<0}

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