There seems to be this prevailing notion from traditional advertisers that social media is simply another channel into which they can drop content, click “share” and expect the magic to happen. You can’t expect that social media will work that way.

So it’s encouraging that IT professionals are using these sites for business (and I assume that it means they’re connecting with other professionals). By continuing to be part of these digital communities, they’ll show their commitment to the conversation, and any content-sharing that comes out of it will seem natural, rather than a brand dropping in and making itself unwelcome.