Social media is the interrelated and cumulative actions and reactions of individuals and businesses in which they create, share, and exchange information and ideas in virtual communities and in real-time. B2C markets were the early adopters of social media and many social media strategists emerged from this focus. Now, B2B markets are embracing social media as individuals and communities share, co-create, discuss, rate, comment and modify user-generated content. In short, using social media introduces substantial and pervasive changes to communication between organizations, communities and individuals. As a marketer, it’s essential to learn to leverage social media to build relationships, listen to the market, promote content, engage users and influence buyers. In order to build a pragmatic and actionable social media plan, it’s necessary to first step back and develop an understanding of how social media can impact the business and where social media strategists have been successful. The next logical step is to conduct an assessment of where your organization currently stands, in terms of people, skills, processes and systems. Then, a business has a solid foundation on which to develop a sound social media marketing plan that supports an organization’s goals and objectives. Because of the many connections social marketing creates, communication flow has evolved from a serial line of communication that businesses use to control to a bidirectional flow of meaningful and relevant content that the peer-to-peer influencer model creates, engages with and regulates. Social media platforms are effective to build a brand, develop products, provide support, recruit employees, communicate with existing employees and sell more products and services. There are three important elements required to develop an effective social media content strategy: 1. Know what your audience or community wants to talk about or is talking and be willing to engage in those conversations with meaningful content.
2. Understand where your audience or community wants to have these conversations—Twitter, Facebook, LinkedIn, Quora, SlideShare, YouTube, Pinterest, etc.
3. Measure the results of your conversations to see which ones are correlated to the sales pipeline and convert to sales.
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