If you’re trying to figure out how your company might take advantage of the social media revolution, you’ve got to start by finding and monitoring the relevant conversations. But don’t stop there. After you’ve found the conversation, don’t be afraid to join it. You can start to use these media to share your knowledge and expertise. Reply to mentions about your company, leave comments on relevant blog posts, and answer questions about your market on LinkedIn (www.linkedin.com/answers).
If and when you feel comfortable, you might also think about starting your own blog as a vehicle to provide your customers with insights and updates from your company. You can also consider starting your own Twitter account so users can be kept up-to-date on what your company is doing.
In general, go light on the marketing speak and sales pitches, but be honest and transparent about your bias. I always recommend marketers be diligent about their time commitment. Try to establish a routine, and consider blocking out time in advance on your calendar—daily, weekly, and monthly.
Director of Product Marketing
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