Guide to B2B Social Media

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When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships.

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Guide to B2B Social Media

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in
  332. 332.  

the
  333. 333.  

marketplace
  334. 334.  

(a
  335. 335.  

bit
  336. 336.  

like
  337. 337.  

a
  338. 338.  

corporate
  339. 339.  

style
  340. 340.  

 Will
  341. 341.  

social
  342. 342.  

media
  343. 343.  

be
  344. 344.  

used
  345. 345.  

as
  346. 346.  

a
  347. 347.  

customer
  348. 348.  

 possible,
  349. 349.  

and
  350. 350.  

consider
  351. 351.  

all
  352. 352.  

the
  353. 353.  

possible
  354. 354.  

ways
  355. 355.  

 that
  356. 356.  

people
  357. 357.  

could
  358. 358.  

go
  359. 359.  

wrong,
  360. 360.  

without
  361. 361.  

being
  362. 362.  

When
  363. 363.  

people
  364. 364.  

think
  365. 365.  

of
  366. 366.  

social
  367. 367.  

media,
  368. 368.  

some
  369. 369.  

think
  370. 370.  

strictly
  371. 371.  

in
  372. 372.  

terms
  373. 373.  

of
  374. 374.  

Facebook
  375. 375.  

and
  376. 376.  


  377. 377.  


  378. 378.  

no
  379. 379.  

confusion
  380. 380.  

as
  381. 381.  

to
  382. 382.  

when
  383. 383.  

the
  384. 384.  

social
  385. 385.  

media
  386. 386.  

 taking
  387. 387.  

place
  388. 388.  

in
  389. 389.  

public.
  390. 390.  

 ©
  391. 391.  

2010
  392. 392.  

Marketo,
  393. 393.  

Inc.
  394. 394.  

All
  395. 395.  

rights
  396. 396.  

reserved.
  397. 397. Part
  398. 398.  

Three ©
  399. 399.  

2010
  400. 400.  

Marketo,
  401. 401.  

Inc.
  402. 402.  

All
  403. 403.  

rights
  404. 404.  

reserved. 17
  405. 405. Part
  406. 406.  

Three
  407. 407.  

to
  408. 408.  

achieve
  409. 409.  

your
  410. 410.  

goals.
  411. 411.  

The
  412. 412.  

types
  413. 413.  

of
  414. 414.  

social
  415. 415.  

 ©
  416. 416.  

2010
  417. 417.  

Marketo,
  418. 418.  

Inc.
  419. 419.  

All
  420. 420.  

rights
  421. 421.  

reserved. 18
  422. 422. Part
  423. 423.  

Three
  424. 424.  

 Blogging
  425. 425.  

–
  426. 426.  

Key
  427. 427.  

Metrics visits lead,
  428. 428.  

lead
  429. 429.  

to
  430. 430.  

opportunity,
  431. 431.  

etc.)of
  432. 432.  

your
  433. 433.  

blog.
  434. 434.  

This
  435. 435.  

is
  436. 436.  

reason
  437. 437.  

enough
  438. 438.  

to
  439. 439.  

update
  440. 440.  

 conversion
  441. 441.  

goals)for
  442. 442.  

more.
  443. 443.  

Your
  444. 444.  

blog
  445. 445.  

can
  446. 446.  

be
  447. 447.  

one
  448. 448.  

of
  449. 449.  

the
  450. 450.  

most
  451. 451.  

 smost
  452. 452.  

compelling
  453. 453.  

and
  454. 454.  

avoid
  455. 455.  

the
  456. 456.  

hard
  457. 457.  

sell.
  458. 458.  

Blogs
  459. 459.  

act
  460. 460.  

as
  461. 461.  

a
  462. 462.  

source
  463. 463.  

of
  464. 464.  

valuable
  465. 465.  

content
  466. 466.  

and
  467. 467.  

thought
  468. 468.  

leadership
  469. 469.  

with
  470. 470.  

a
  471. 471.  

“human”
  472. 472.  

face.
  473. 473.  

The
  474. 474.  

content
  475. 475.  

on
  476. 476.  

your
  477. 477.  

corporate
  478. 478.  

website
  479. 479.  

focuses
  480. 480.  

primarily
  481. 481.  

on
  482. 482.  

your
  483. 483.  

company,
  484. 484.  

the
  485. 485.  

value
  486. 486.  

of
  487. 487.  

your
  488. 488.  

products
  489. 489.  

and
  490. 490.  

services,
  491. 491.  

and
  492. 492.  

how
  493. 493.  

This
  494. 494.  

is
  495. 495.  

all
  496. 496.  

very
  497. 497.  

useful
  498. 498.  

and
  499. 499.  

necessary,
  500. 500.  

but
  501. 501.  

a
  502. 502.  

blog
  503. 503.  

adds
  504. 504.  

a
  505. 505.  

human
  506. 506.  

touch,
  507. 507.  

especially
  508. 508.  

when
  509. 509.  

a
  510. 510.  

blog
  511. 511.  

has
  512. 512.  

several
  513. 513.  

contributors.
  514. 514.  

It
  515. 515.  

also
  516. 516.  

lets
  517. 517.  

you
  518. 518.  

focus
  519. 519.  

 have
  520. 520.  

become
  521. 521.  

the
  522. 522.  

fourth
  523. 523.  

most
  524. 524.  

popular
  525. 525.  

online
  526. 526.  

 category
  527. 527.  

–
  528. 528.  

ahead
  529. 529.  

of
  530. 530.  

personal
  531. 531.  

e-­‐mail.”
  532. 532.  

Blogs
  533. 533.  

boost
  534. 534.  

your
  535. 535.  

organic
  536. 536.  

search
  537. 537.  

engine
  538. 538.  

by
  539. 539.  

 –
  540. 540.  

Global
  541. 541.  

Faces
  542. 542.  

and
  543. 543.  

Networked
  544. 544.  

Places,
  545. 545.  

The
  546. 546.  

Nielsen
  547. 547.  

Company,
  548. 548.  

March
  549. 549.  

adding
  550. 550.  

pages
  551. 551.  

to
  552. 552.  

your
  553. 553.  

site
  554. 554.  

and
  555. 555.  

encouraging
  556. 556.  

inbound
  557. 557.  

links.Blogs
  558. 558.  

give
  559. 559.  

you
  560. 560.  

a
  561. 561.  

greater
  562. 562.  

chance
  563. 563.  

of
  564. 564.  

showing
  565. 565.  

up
  566. 566.  

in
  567. 567.  

the
  568. 568.  

right
  569. 569.  

search
  570. 570.  

engine
  571. 571.  

results.
  572. 572.  

It
  573. 573.  

also
  574. 574.  

gives
  575. 575.  

other
  576. 576.  

sites
  577. 577.  

a
  578. 578.  

reason
  579. 579.  

to
  580. 580.  

link
  581. 581.  

to
  582. 582.  

you,
  583. 583.  

increasing
  584. 584.  

your
  585. 585.  

search
  586. 586.  

engine
  587. 587.  

rankings. ©
  588. 588.  

2010
  589. 589.  

Marketo,
  590. 590.  

Inc.
  591. 591.  

All
  592. 592.  

rights
  593. 593.  

reserved.
  594. 594. Part
  595. 595.  

Three
  596. 596.  

 commenters
  597. 597.  

(e.g.
  598. 598.  

new
  599. 599.  

leads) commentsengage
  600. 600.  

readers
  601. 601.  

and
  602. 602.  

encourage
  603. 603.  

comments.
  604. 604.  

comments.
  605. 605.  

As
  606. 606.  

a
  607. 607.  

reader,
  608. 608.  

only
  609. 609.  

comment
  610. 610.  

when
  611. 611.  

you
  612. 612.  

have
  613. 613.  

worse
  614. 614.  

than
  615. 615.  

a
  616. 616.  

person
  617. 617.  

who
  618. 618.  

only
  619. 619.  

comments
  620. 620.  

with
  621. 621.  

When
  622. 622.  

someone
  623. 623.  

comments
  624. 624.  

on
  625. 625.  

something
  626. 626.  

debate
  627. 627.  

going. ©
  628. 628.  

2010
  629. 629.  

Marketo,
  630. 630.  

Inc.
  631. 631.  

All
  632. 632.  

rights
  633. 633.  

reserved. 20
  634. 634. Part
  635. 635.  

Three
  636. 636.  


  637. 637.  

Microblogging
  638. 638.  

is
  639. 639.  

ultra-­‐brief
  640. 640.  

blogging,
  641. 641.  

 to
  642. 642.  

follow
  643. 643.  

on
  644. 644.  

sites
  645. 645.  

like
  646. 646.  

Wefollow.com
  647. 647.  

or
  648. 648.  

140
  649. 649.  

characters
  650. 650.  

or
  651. 651.  

so.
  652. 652.  

The
  653. 653.  

most
  654. 654.  

famous
  655. 655.  

 Twibes.com.the
  656. 656.  

only
  657. 657.  

one.
  658. 658.  

 sure
  659. 659.  

to
  660. 660.  

follow
  661. 661.  

back
  662. 662.  

everyone
  663. 663.  

that
  664. 664.  

is
  665. 665.  

 picture,
  666. 666.  

links
  667. 667.  

to
  668. 668.  

your
  669. 669.  

company
  670. 670.  

site
  671. 671.  

or
  672. 672.  

Foursquare,
  673. 673.  

another
  674. 674.  

microblogging
  675. 675.  

tool,
  676. 676.  

 blog,
  677. 677.  

customized
  678. 678.  

background,
  679. 679.  

and
  680. 680.  

a
  681. 681.  

 prospects,
  682. 682.  

customers
  683. 683.  

or
  684. 684.  

partners
  685. 685.  

by
  686. 686.  

encourages
  687. 687.  

users
  688. 688.  

to
  689. 689.  

microblog
  690. 690.  

about
  691. 691.  

their
  692. 692.  

 The
  693. 693.  

links
  694. 694.  

in
  695. 695.  

these
  696. 696.  

sample
  697. 697.  

tweets
  698. 698.  

 and
  699. 699.  

search
  700. 700.  

for
  701. 701.  

tweets
  702. 702.  

on
  703. 703.  

keywords
  704. 704.  


  705. 705.  

 relevant
  706. 706.  

to
  707. 707.  

your
  708. 708.  

product
  709. 709.  

or
  710. 710.  

service.
  711. 711.  

users
  712. 712.  

to
  713. 713.  

encourage
  714. 714.  

them
  715. 715.  

to
  716. 716.  

earn
  717. 717.  

points
  718. 718.  

and
  719. 719.  

 TweetDeck
  720. 720.  

and
  721. 721.  

Twhirl
  722. 722.  

are
  723. 723.  

useful
  724. 724.  

for
  725. 725.  

 and
  726. 726.  

Twhirl).promote
  727. 727.  

customer
  728. 728.  

loyalty
  729. 729.  

for
  730. 730.  

businesses. retweet
  731. 731.  

actually
  732. 732.  

increases
  733. 733.  

its
  734. 734.  

chance
  735. 735.  

Google
  736. 736.  

Buzz
  737. 737.  

is
  738. 738.  

a
  739. 739.  

new
  740. 740.  

form
  741. 741.  

of
  742. 742.  

microblogging
  743. 743.  

 accounts.and
  744. 744.  

social
  745. 745.  

networking
  746. 746.  

integrated
  747. 747.  

into
  748. 748.  

the
  749. 749.  

 industry.
  750. 750.  

 most
  751. 751.  

important
  752. 752.  

or
  753. 753.  

relevant.mobile
  754. 754.  

phone
  755. 755.  

bring
  756. 756.  

together
  757. 757.  

elements
  758. 758.  

found
  759. 759.  

 as
  760. 760.  

a
  761. 761.  

hashtag.
  762. 762.  

These
  763. 763.  

tags
  764. 764.  

are
  765. 765.  

used
  766. 766.  

to
  767. 767.  

 follow
  768. 768.  

you
  769. 769.  

back. 3.
  770. 770.  

You
  771. 771.  

associate
  772. 772.  

yourself
  773. 773.  

with
  774. 774.  

a
  775. 775.  


  776. 776.  


  777. 777.  

 not
  778. 778.  

what
  779. 779.  

you
  780. 780.  

had
  781. 781.  

for
  782. 782.  

breakfast.
  783. 783.  

 and
  784. 784.  

can
  785. 785.  

be
  786. 786.  

useful
  787. 787.  

for
  788. 788.  

tracking
  789. 789.  

social
  790. 790.  


  791. 791.  

 and
  792. 792.  

thought
  793. 793.  

leaders,
  794. 794.  

and customers.
  795. 795.  


  796. 796.  

 demonstrate
  797. 797.  

your
  798. 798.  

interest
  799. 799.  

in
  800. 800.  

the
  801. 801.  


  802. 802.  

 space. construed
  803. 803.  

as
  804. 804.  

spam
  805. 805.  

and
  806. 806.  

may
  807. 807.  

cause
  808. 808.  

 your
  809. 809.  

contact
  810. 810.  

databases
  811. 811.  

using
  812. 812.  

tools
  813. 813.  

 people
  814. 814.  

to
  815. 815.  

“unfollow”
  816. 816.  

you.
  817. 817.  

If
  818. 818.  

you
  819. 819.  

 use
  820. 820.  

them,
  821. 821.  

make
  822. 822.  

sure
  823. 823.  

they
  824. 824.  

provide
  825. 825.  

 your
  826. 826.  

followers
  827. 827.  

are
  828. 828.  

following,
  829. 829.  

where
  830. 830.  

 following
  831. 831.  

me.” relevant.
  832. 832.  

Be
  833. 833.  

sure
  834. 834.  

to
  835. 835.  

follow
  836. 836.  

people
  837. 837.  

that
  838. 838.  


  839. 839.  

 together,
  840. 840.  

and
  841. 841.  

follow
  842. 842.  

like-­‐minded
  843. 843.  


  844. 844.  

 users.
  845. 845.  

 ©
  846. 846.  

2010
  847. 847.  

Marketo,
  848. 848.  

Inc.
  849. 849.  

All
  850. 850.  

rights
  851. 851.  

reserved. 21
  852. 852. Part
  853. 853.  

Three
  854. 854.  

 Microblogging
  855. 855.  

–
  856. 856.  

Key
  857. 857.  

Metrics encouraged
  858. 858.  

users
  859. 859.  

to
  860. 860.  

invite
  861. 861.  

others
  862. 862.  

from
  863. 863.  

 day
  864. 864.  

since
  865. 865.  

the
  866. 866.  

account
  867. 867.  

was
  868. 868.  

establishedmaking
  869. 869.  

people
  870. 870.  

visit
  871. 871.  

your
  872. 872.  

website
  873. 873.  

or
  874. 874.  

conduct
  875. 875.  

a
  876. 876.  

search.
  877. 877.  

 number
  878. 878.  

of
  879. 879.  

followers contests
  880. 880.  

to
  881. 881.  

win
  882. 882.  

one-­‐on-­‐one
  883. 883.  

sessions
  884. 884.  

with
  885. 885.  

 channel
  886. 886.  

and
  887. 887.  

invited
  888. 888.  

partners
  889. 889.  

and
  890. 890.  

customers
  891. 891.  

 to
  892. 892.  

produce
  893. 893.  

and
  894. 894.  

upload
  895. 895.  

their
  896. 896.  

own
  897. 897.  

videos
  898. 898.  


  899. 899.  

 B2B
  900. 900.  

 B2Cwhen
  901. 901.  

your
  902. 902.  

followers
  903. 903.  

will
  904. 904.  

convert
  905. 905.  

into
  906. 906.  

leads.
  907. 907.  

 helped
  908. 908.  

businesses,
  909. 909.  

and
  910. 910.  

why
  911. 911.  

people
  912. 912.  

should
  913. 913.  

 Conits
  914. 914.  

success
  915. 915.  

with
  916. 916.  

using
  917. 917.  

social
  918. 918.  

media
  919. 919.  

to
  920. 920.  

increase
  921. 921.  

despite
  922. 922.  

the
  923. 923.  

downturn.
  924. 924.  

According
  925. 925.  

to
  926. 926.  

 Increathe
  927. 927.  

conference
  928. 928.  

and
  929. 929.  

generally
  930. 930.  

build
  931. 931.  

more
  932. 932.  

prospects.
  933. 933.  

It
  934. 934.  

wanted
  935. 935.  

higher
  936. 936.  

conversion
  937. 937.  

from
  938. 938.  

leads,
  939. 939.  

because
  940. 940.  

of
  941. 941.  

the
  942. 942.  

economic
  943. 943.  

climate.
  944. 944.  

 ©
  945. 945.  

2010
  946. 946.  

Marketo,
  947. 947.  

Inc.
  948. 948.  

All
  949. 949.  

rights
  950. 950.  

reserved. 22
  951. 951. Part
  952. 952.  

Three
  953. 953.  

“To
  954. 954.  

date,
  955. 955.  

Facebook
  956. 956.  

has
  957. 957.  

been
  958. 958.  

predominantly
  959. 959.  

a
  960. 960.  

personal
  961. 961.  

social
  962. 962.  

network,
  963. 963.  


  964. 964.  

Social
  965. 965.  

networking
  966. 966.  

has
  967. 967.  

become
  968. 968.  

a
  969. 969.  

huge
  970. 970.  

force
  971. 971.  

 over
  972. 972.  

the
  973. 973.  

phone.Many
  974. 974.  

businesses
  975. 975.  

are
  976. 976.  

leveraging
  977. 977.  

Facebook
  978. 978.  


  979. 979.  

as
  980. 980.  

a
  981. 981.  

way
  982. 982.  

to
  983. 983.  

create
  984. 984.  

awareness,
  985. 985.  

build
  986. 986.  

their
  987. 987.  

 interests.
  988. 988.  

This
  989. 989.  

can
  990. 990.  

then
  991. 991.  

become
  992. 992.  

a
  993. 993.  

forum
  994. 994.  

for
  995. 995.  

brand,
  996. 996.  

promote
  997. 997.  

thought
  998. 998.  

leadership
  999. 999.  

and
  1000. 1000.  

even
  1001. 1001.  

 manage
  1002. 1002.  

your
  1003. 1003.  

personal
  1004. 1004.  

content
  1005. 1005.  

separately
  1006. 1006.  

 discussion
  1007. 1007.  

and
  1008. 1008.  

sharing,
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events.
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core
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component
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 from
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your
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business
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content.
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thought
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promote
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market
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webinars
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your
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updates
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business
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events
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RSVP
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yourself
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rights
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reserved. 23
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loyalty
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your
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business

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