Well, if you have some support for your project, that's always a beginning. I think the advice offered by most of the above people are very sound - if you're able to convince people who might have otherwise ignored your field, you'll be able to capture the attention of pretty much anyone remotely interested in sociology or technology. Talking with him to find out what he considers "sociologically interesting" is valuable information, even if you tend to disagree with him. It does help frame arguments to a diverse and possibly critical audience.