Almost Famous

Test and measurement tools for engineers and scientists are like saws, levels and hammers for the building trades.  Experienced users can teach a lot to a wider community.  That makes a perfect environment for application of social media.

National Instruments recognized this a long time ago and has done a great job using the web to build market presence (and presumably business, though I haven’t seen metrics).  In a Sept. 23 interview published on, NI’s social media and community manager talks about how they engage with about 140,000 people.  It’s a good summary for anyone looking at the role of the web in B2B.