It may have only seemed like a minor blip on the radar to most people, but I think the change in Twitter’s basic question — from “What are you doing” to “What’s happening” — is actually pretty significant for B2B communicators.

This rings especially true for me after attending the Association of Equipment Manufacturers Annual Conference last month. Digital media was the biggest theme of the educational sessions during the event, and was certainly the buzz of the various networking receptions I attended. And I had to smile because I kept hearing that common phrase I’ve heard so often from social media skeptics — it always goes something like: “I just don’t care if you are going to the store, going to the bathroom or going to bed… !”

But the change in Twitter’s basic question seems to reflect the increasing transition of that platform from a social site that promotes personal dialogue (or as many seem to think — individual narcissism) to a forum for sharing relevant business and professional information. (Shameless plug — follow me at @manufacturingpr to learn more.)

It’s a trend that everyone in the equipment industry — and many others, by the way — should really take note of. I have to say I was pretty surprised by just how little it seems the equipment companies have adopted digital media to this point. Yes, it’s a very “old school” industry. But it’s a sector that also includes some really large companies with sophisticated PR and marketing communications departments. And you just can’t ignore the trends showing that nearly every professional audience — from farmers to engineers — is beginning to embrace digital/social media. OK, even if those customers aren’t right there today, they probably will be soon.

The good news for these companies is that they remain on a level playing field. Even if they haven’t begun using these tools just yet, neither has their competition. And that’s where the opportunity lies.

Perhaps the best presentation of the event, even if it was only about 15 minutes, came from Geoff Craig, the leader behind the groundbreaking Dove Campaign for Real Beauty campaign, which features one of the best-ever YouTube videos. He encouraged his team at Unilever, and everyone at the AEM conference, to “create their own highlight reel” by “doing something remarkable.” One such “highlight reel” performance comes from CWS Toilets, which produced this exceptional and hilarious viral video to market its new product. Now if a toilet company can do something this creative and effective, then an equipment manufacturer definitely can.

I took a road trip last weekend to visit a couple of life-long friends. Both are very successful professionals — one is a mechanical engineer at a major manufacturing company, the other is a financial planner who owns his own practice.

As communicators, we embrace our responsibilities to inform and educate. But the next time we prepare a keynote address or develop an internal communications strategy, let’s remind ourselves about connecting with those guys chilling out on the back porch.

It has been widely reported in the past few days that you can now purchase a refurbished iPhone for only $79. This brings up two important issues for me: how will the increasing ubiquity of smartphones change the game for Advanced Manufacturing & Energy communicators; and why in the world don’t I have an iPhone yet?

For some insight into the first question, check out this Bulldog Reporter article which includes some pretty interesting statistics including: one out of every seven minutes of media consumption today takes place via mobile devices; 64% of key decision makers in marketing departments are using mobile devices to view e-mails; 82% said they use mobile devices at work; 65% use them while commuting to their jobs.

Or, you can just ask yourself — how many business executives do you know who are not already addicted to their BlackBerry or iPhone? If you are like me, the answer is “very few” and with these lower prices the answer will probably soon be “none.”

The implications for B2B communicators are huge. As the Bulldog Reporter article states, much of your audience won’t find your content if it’s not ready for mobile. This channel must be considered as part of any ongoing internal or external communications campaign. Do you agree? I would love to get your thoughts.

Stay tuned for the answer to question two — I hope to be blogging and Tweeting from an iPhone very soon (follow me: @manufacturingpr)! Based on some informal research (which means I’ve played around with my wife’s iPhone), I think the device will make mobile communications and social networking even easier than I have it today with a standard mobile phone and Blackberry. Once I’ve spent a little time with it, maybe we’ll even use a future G&S Spark post to discuss how it can make us better B2B communicators.