In 2010, B2B marketers embraced social media. In 2011, social media programmes will cease to be standalone test activities and become fully integrated into B2B marketing.
Social media can be likened to a front door to your service, providing people with an unpressurised environment in which to stop and look, but the challenge is getting them through the door, engaging them in a deeper conversation and turning them into leads.
You may need to share more than just content too, perhaps real time offers over different social platforms or location-based promotional offers and services via Facebook Place and Four Square.
During 2011, we will expect to see an increase in private social media communities. These are highly targeted, niche groups created by businesses for themselves, their customers and their partners. Away from the public view, this platform can be used for R&D, forums on advances in technology and organisational developments, where all members (by invite only) can input freely.
Social media will also have an increased impact on search; Bing and Google now include social media activity within their results, not only as a separate entity, but also within overall search statistics.
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