The events of recent months in Northern Africa have captured my interest on many fronts. One aspect has specifically interested me, due to its direct connection to the B2B marketing world. That is the role that social media networks have played in the uprisings and the revolutions.

We have learned that the opposition used social media networks and forums for some time to express their dissatisfaction with their governments. In the process they discovered that they could shape the narrative, and that the government was no longer in control of the message. In a culture where messaging was very controlled and dissention punished, they found that they could have these conversations with impunity. How could this occur? As it turns their governments were not listening to those conversations.

And there is the lesson for B2B marketers. This is a significant lesson for those B2B marketers that are sitting on the sidelines of social media saying things like: “social media is not for us” or “the value of social media is marginal.” How do you know? Have you taken the first step? If you haven’t taken the step to start listening to the conversation you can’t make those statements.

You might be surprised what you find. It is not all about Facebook, Twitter and YouTube. Recently our listening and auditing projects on behalf of clients have revealed some very interesting nuanced social networks that are relevant to the B2B marketer:

• Electrician Talk focusing on the electrical contractor
• Contractor Talk forums and blogs for the construction trades
• Heating Help community for hydronic system contractors
• HVAC-Talk forum for HVAC contractors
• Plumbing Zone a plumber’s community
• The Inspector’s Journal forums for home inspectors
• CR4 covers overall engineering
• Element 14 caters to design engineers
• Mendeley a research reference manager and academic social network
• MyNetResearch networking site for global research
• ResearchCrossroads project showcase for funding and collaborators
• ResearchGate social networking site for scientists and engineers to discover share research
• Vivo connects researchers between participating universities and institutions
• LabRoots networking and collaboration site for scientists, engineers and technical professionals

Do any of the audiences surprise you? Follow the links to visit any of these networks, and you will see that the conversations are work related and very robust. They talk about projects, products, brands and companies. Sometimes the conversation is favorable, sometimes it is not.

To gain a better understanding of the online conversation in your markets, a thorough and meaningful social media audit is an invaluable weapon in a good B2B marketing arsenal. Compiling a holistic and complete picture of where conversations are being held, and where to start listening is critical.