The hype cycle of emerging technology implies that all new technologies pass through a “Peak of Inflated Expectations” on their way through a “Trough of Disillusionment,” eventually arriving at a “Plateau of Productivity.” See Gartner Research for a further understanding of this concept.

I think Social Media in the B2B space is now at a Peak of Inflated Expectations. If you listen to some pundits, social media will replace your entire sales force and all your marketing activities. I just don’t buy it. I believe that we’re headed for a Trough of Disillusionment, where the expectations will be brought more into line with reality.

B2B social media has a definite place in the marketing mix, but let’s not get confused by all the hype.