Virtually every company in my client base has social media at the top of its 2010 marketing priorities. In a number of cases, I am hearing people say “I just need to put up a fan page on Facebook” or “I’ll start Tweeting on my press releases.” However, 100 tweets and 100 fans don’t add up to a social media strategy. And, like other communications channels, good content is the key to success. In this series of postings, I have teamed up with Dave Ewart, my former colleague and Director of Marketing at Cleantech Group, to share some ideas and practical tips you can incorporate into B2B social media strategies today. As we discussed what has worked for us, we came upon four themes: creating conversations, identifying spokespeople, motivating participation, and understanding the communications flow. Read More...