The document discusses social media use among engineers. It finds that while many engineers use generic social media platforms like LinkedIn, they are not highly engaged with supplier accounts and see social media as a waste of time. Surveys of engineers show they are more interested in forums than platforms like Facebook and Twitter. The document recommends that companies treat social media as customer relationship management, integrate it with other marketing, and provide content that engineers find valuable rather than expecting it to replace traditional media.

1. Social Media and Engineers A presentation for the ecsn workshop June 2011 Mike Maynard Managing Director, Napier

6. Is social media a waste of time when marketing to engineers?

7. The Silent Majority Like Social Napier Research – April 2011 European Engineers

8. Engineers and Social Media

9. Marketers and Social Media

14. Where are the 10% of engineers that claim they are using Twitter for business?

19. Twitter vs Advertising Banner Ads Twitter Creative cost £100s 10 mins Distribution cost CPM Free Reach Huge <5K New Customers Yes No Targeting Flexible Followers CTR 0.2-1.5% 0.25-2.0% CPM $100 3 mins CPC $10 1 minute Scalability Easy Hard