IOT conversations in the media and on social channels held essentially steady in October, with discussion volume down a mere 1%. It dipped two spots on Big Valley’s Top Conversations in Tech list – down from No. 27 to 29. But as we reported last month, this is a mirage. The term IOT may not be as popular as it was one year ago, when it ranked No. 20 on our list – and drove 25% more conversations and coverage. But there’s still plenty of IOT coverage. It just doesn’t always use the term.
For instance, one company you wouldn’t think of when discussing IOT, John Deere, made news in October (and into November) on topics ranging from precision farming driven by GPS to robotic lawn mowers. (I could have used one of those growing up on a one-acre lot back East.) Not all of these stories mention IOT. And on John Deere’s website, you’re far more likely to read about smart farming than IOT. But to be sure, what John Deere is doing in unmistakably IOT – and the fact like companies like John Deere, which also bought quite a bit of CBRS spectrum this year, are pushing IOT means it’s only getting bigger.
Consider – as a bit of a preview to November’s Snapshot – that one of the big stories about the election is whether or not electronic voting machines were hacked. As of this writing, no hard evidence has been presented. But stories – and social conversations straight from 1600 Pennsylvania – abound. That’s an IOT story, since electronic voting machines are without question part of the Internet of Things. But few stories are calling it IOT.
So again, don’t pitch IOT as a term. Pitch stories about cool uses of IOT, whether or not the term is in your marketing. That said, if you need to tie that term to your stories for marketing or SEO reasons, keep in mind reporters who love to mention IOT – from Ryan Chacon, whose IOT For All podcast is a can’t-miss, to outlets such as IOT Now and Enterprise IOT Insights, a sister publication of RCR Wireless.