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Also on the list of desired experiences were things like chatting with other people who are watching the same TV show, accessing "Most Watched" lists, recommending shows to family and friends, and receiving recommendations in return. These items point towards a desire for TV to become less of an isolated, solitary experience and make it function more like the social networks we see online. (Perhaps instead of just having "online friends," we'll one day be "friending" people on our TV, too?)

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What does this mean for you? If you're a B2B marketer and you're not using social technologies in your marketing, it means you're late. We've seen a lot of excellent activity here from the likes of Dell and National Instruments (both won Forrester Groundswell awards) but a lot of the blogs, communities, and other social outreach from business to business companies is less than mature, to say the least. This is your chance to stand out. Take this report and show it to your boss to convince her that it's time to get started.

The report includes some good recommendations for B2B buyers, including the following:

* Note that buyers use social technology but don't rate it highly in terms of its influence on their buying decisions. This, despite the fact that count on peers' opinions to make decisions. I think this reflects that people haven't gotten used to this sort of information as a key input in buying decisions. This will change, especially as better applications come on line.
* Social applications should be integrated into other marketing. For example, National Instruments makes technical content from its customer community central in its marketing activity -- this is a model other B2B sellers should follow.
* Reach out to people by role -- people with the same job description form natural communities. This is a technique IBM SOA marketer Sandy Carter has described in her book "The Language of Marketing 2.0"

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