Social networks have added many opportunities for marketers and in particularly for those in the B2B space. In order to leverage the opportunities on the social web marketers need to reconsider the paradigm that they have been operating under. In the fifth white paper of my ROI Series I explore what marketers need to consider in regard to:

1. the customer’s perspective and their expectations a new philosophy for marketing
2. and some tips for creating a social media marketing strategy

Marketers must shift their focus to listening to consumers if they want their brand to be successful in this era of change. In my paper I list the reasons why consumers are tuning out marketing messages, what they want and the benefits that a brand can realize by adopting a social media engagement.

The new philosophy for marketing includes:

1. Create content that is educational and informative

2. Ensure that content exists for consumers at all points of the buying cycle including after the point of sale

3. Place the content in shareable networks and encourage word of mouth

And finally, the steps toward achieving a successful social media engagement which in turn will brand.

1. Listen using a comprehensive tool

2. Decide on objectives and plan strategy

3. Metrics defined by objectives

4. Benchmark and execute

5. Measure, report and refine

You can download the full white paper which fully explains each of those topics.

We are also offering a webinar on this topic on Tuesday, July 6 2010 10:00 AM CST (4:00 PM UK). It’s free and you’re welcome to attend! Sign up here The first four in the series are also available there along with recordings of the related webinars.

About Connie Bensen

Connie Bensen has written 27 post in this blog.

Connie Bensen is the Director of Social Media and Community Strategy at Alterian. She has authored a series of ten white papers on the ROI of Social Media. Forbes.com recognized her blog, Community Strategist, as one of the top 20 best marketing and social media blogs by women. 451 Marketing has noted her as one of the top social media strategists to watch in 2011, and she was a 2009 Fellow of the Society for New Communications Research.

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