mar_comm (original) (raw)

I'm doing some brainstorming on how to integrate some of the newer social media, networking, and "Web 2.0" concepts into our small business, which focuses on B2B products that are not at all exciting, nor generate a lot of passion or interest for the consumer. (They're more of a necessity item).

Thus far, the only viable application I see for our business is topical blogging.
Our marketing manager wants to incorporate forums, social networking, etc, which I think is ridiculous and irrelevant for our product and place in the market (he sees it as "it's cool and we can do it, so we should do it" without any critical thinking about its objectives or what it can bring to the business).

I'm curious to know what types of "Web 2.0" activities any of you might have successfully integrated into similar businesses: Small business, b2b, low-interest "necessity" product, not a highly recognizable brand.

The only other thing I can think that would apply is a "closed" network of interested "power user" customers, who could be consistently engaged to provide feedback and feel invested in the development and improvement of the product. It isn't software, and it's a pretty basic product type, so a full-fledged support forum-type thing wouldn't apply.