Againts the Stream


Hallelujah! Eventually it happened, a blog post on social media being BS (well BS is a politically correct form of another not so correct expression meaning “false and banal statement”)

The HubSpot Blog is a really good source of intelligent content on marketing. In his last post, Mike Volpe, in 7 short statements puts social media back where it belongs: a tool which does not change the need of getting the fundamentals of business and of marketing right. Mike’s message, supported by a good (and not too long) slide set is about integrating social media into a coherent mix of outbound marketing tactics.

All of this sounds obvious. However, the current madness on social media – including sometime from people who have a name in the industry – gives the impression that realism does not always prevail.

My favourite statements in Mike’s short post is that the transformation of marketing started before social media appeared. It is so true!

Pushing Mike’s idea, I would even claim that web 2.0 tools are more the result of an evolution than its cause. Web 2.0 tools have been created because in many advanced companies, people have a different way to drive an organization and to do business. Therefore web 2.0 tools are a result of a new way to work, not a cause. An idea to develop in future posts.



This post is the first one of a new category on this blog “Against the Stream”. In Business in general and especially in Marketing, there is a lot of (over-)hype. The Against the Stream posts are a modest contribution to invite others to behave as free minds and question pre-formatted statements and opinions.

I pretend to be a B2Bmarketer, and a business consultant who helps companies build their Go To Market strategy and system. Many marketers tell me I should be on Facebook, as a sign of my credibility. Although I can follow their thinking, I simply disagree and do not intend to be on Facebook, at least not in the short-term. Why? Because for my business and for my clients business I believe it is currently simply not strategic!  In order to explain, I prefer to talk about somebody else.

Recently, I met a very successful Internet Consultant operating in France, Germany, and across Western-Europe with a small team and a network of partners. He showed me very impressive projects done for B2B and B2C clients across many industries.  This gentleman is neither on Facebook nor on Twitter and, per his own judgment, his company has a very poor web site. Despite this, his consultancy is extremely successful. They talk business and Internet-based business to a very well defined audience; business owners. “Selling” consist in networking with founders and managers of small to medium-size companies, being relevant to them in a carefully selected context, and leveraging achievements to generate recommendations and referrals. Success comes from a clever engagement with the business ecosystem and delivering high-impact solutions. This is the definition of marketing, especially in B2B.

Of course, this team of Internet Consultants monitors carefully what is happening on Facebook and Twitter and how these platforms are used by some companies in a B2B space. However, at this stage, this is just one area for monitoring, among many others. There is currently neither any complexity nor any outstanding impact in Facebook B2B activities that justifies to do more. High impact, both for this company and for their clients, come from other areas and that is where they put their focus.

So, with this in mind, I do not plan to open a Facebook or Twitter account, and will keep focusing my time on other things. However, I am paranoid not to miss anything big. So, I’ll never say never … and keep monitor what’s going on from the distance..

In the meanwhile, what I like the most about Facebook is Julian Smith’s video “25 things I hate about Facebook”. Go and check on YouTube; it is simply hilarious!


Againts the Stream

Is social media BS? Yes, if ……No, if …..

Hallelujah! Eventually it happened, a blog post on social media being BS (well BS is a politically correct form of another not so correct expression meaning “false and banal statement”) The HubSpot Blog is a really good source of

Why I am not on Facebook (so far)

This post is the first one of a new category on this blog “Against the Stream”. In Business in general and especially in Marketing, there is a lot of (over-)hype. The Against the Stream posts are a modest contribution to

Againts the Stream

Is social media BS? Yes, if ……No, if …..

Hallelujah! Eventually it happened, a blog post on social media being BS (well BS is a politically correct form of another not so correct expression meaning “false and banal statement”) The HubSpot Blog is a really good source of

Why I am not on Facebook (so far)

This post is the first one of a new category on this blog “Against the Stream”. In Business in general and especially in Marketing, there is a lot of (over-)hype. The Against the Stream posts are a modest contribution to