anallawalla - 10:01 pm on Oct 23, 2010 (gmt 0)
Certainly with some primarily b2b clients, any interest in social media is likely to be very limited even well into the future, particularly due to the sheer dullness of their product/industry.
(What a fantastic thread - I just discovered it, thanks, tedster.)
Most technical SEOs I have met seem to have come from a computing/web background and I see an absence of SMM in their suite of offerings. Yet I always say that SEO is a marketing discipline.
I'm currently writing a SMM strategy where the B2C product is so ubiquitous and essential that it doesn't intrinsically lend itself to SM interactions. e.g. think petrol, groceries, electricity etc. At best, a customer might tweet about the price or poor service but nobody would bother to RT it.
My case could well be like your B2B clients who sell, say fertilizer, fork lift trucks, or railway crossing signals. :)
B2B or B2C, there is always an "angle" where SMM can fit in. Think laterally like the French expression "cherchez la femme".
It might be an intermediary, such as an event or unusual use for the product. A few truckloads of fertilizer sent to a worthy cause in a farming district, sponsoring a contest etc could be the way to generate SM content. It would not come close to the success of a celebrity or gadget related campaign, but better than not trying at all.