Some ask why the buildings industry is so slow to adopt new technology that would cut its huge energy waste. Technology vendors will say that their biggest challenge is identifying the target customer. There can be multiple gate-keepers, budgetary authorities and end-customers. Putting all the personas in order is a puzzle, with titles like architect, engineer, facilities manager, equipment distributor, sales rep offering few clues as to their influence on the sale. How do you create content that not only informs about a specific product, but fills in any cross-discipline knowledge gaps, such that everyone understands the value.
Social media to-the-rescue. Online, threaded conversations and share-worthy content assets can help to get faster sales momentum going. Here on Building Context, I’ll parse content served up as social media profiles and microsites, posted articles, events, e-newsletters, case studies, blogs, white papers and webinars/webcasts. I’ve had opportunity to network with some thought leaders in sustainable buildings over my +7 years in the industry and I’m participating in some active buildings-related online communities. So I’m interested in the stories my own social media contacts are sharing on Facebook, LinkedIn and Twitter, as well as on new platforms like Honest Buildings.