More answers to questions posed by visitors to the American Marketing Association webinar sponsored by Aquent on Oct. 16, 2007.

Q: Eric asks, “How can you use social networking for marketing complex technologies like middleware and software tools?”

This is actually one of the busiest areas of social media a right now. Companies like Microsoft and Borland have many of their developers blogging and maintain active communities where customers and third-party developers can exchange tips and solve problems. In addition, sites like TheServerSide.com and Slashdot.org host very active forums and even live events where software professionals can meet.

The reason social media marketing works so well in these fields is precisely what you mention: their complexity. Most problems can’t be predicted in advance, so people rely on each other to help figure out solutions. Buying ad space or forming groups within the existing communities is one way to spread your brand. If you have an installed customer base, consider giving them a place to congregate and help each other out.