WisconsInnovation

I recommend watching this video interview by host Erik Michielsen of CaptureYourFlag.com. It's interesting to hear Mike talk about his battles with larger B2C companies about engagement with social media for innovation and how they have changed their perspective. Two years ago, they were thinking that social media was a flyby tactic. Now they have changed their minds and are using more avenues to integrate into the entire product cycle.
Today, in working within the B2B space and with many manufacturers who have technical products, the same story resurfaces.

What they say is, "It's a waste of time and resources. It's an incredible time sink. That is our intellectual property we might be sharing. " Ironically, in the same breath those same companies tell me that they rely on word-of-mouth, referrals, and relationships to get the work they do. Strange that the statistics show that 90% of B2B executives refer to online networks for recommendations of companies and products to work with.

What is your experience?