Social media is in its infant stages in many businesses that market to other businesses. Because of the term social, many are wary about the value social media brings to their marketing effort. But in reality, online business communities can enhance your marketing strategy by providing a more focused audience that is interested in what you have to offer.

When speaking with companies about marketing, the topic of “should I integrate social media into my marketing plan this year” comes up. My advice is always the same: watch, listen and learn. Take small steps. Understand the accepted behaviors in this culture of social media. Then engage. By learning what is accepted before you dive in, you can avoid offending someone or embarrassing yourself in the process. 

In Matt Dickman’s Five Keys to Successful Blogger Outreach, he and the folks commenting provide valuable insight into how to engage bloggers to provide exposure to your products and services. I might add that taking it slow in building the relationship is my philosophy. Before you jump in and comment, send “news” out or do something that could land you on a blogger’s blacklist, understand what the writer is interested in and add value.

Keep following the thread from Matt’s post to Valeria Maltoni’s Revealing Yourself to Others as she highlights what works well and what does not when she is the target of the PR pitch. These rules apply to all forms of marketing using social media in my view.

The following interview of Matt Dickman and David Armano by Andy Sernovitz  offers good advice on getting started with social media for B2B marketing.

Armano’s advice: LinkedIn is a good place to get acquainted with social media.

Dickman’s advice: Listen to what your customers are saying about you in the various social media communities. Learn from it then take the next step.

Like any social setting, watch and listen to those around you for guidance on how to behave. When you feel ready, then dive in.