Editor's note: See Lee in person at the MarketingProfs B2B Forum, Driving Sales: What's New + What Works. Catch her session on "Creating a B-to-B Social Media Strategy: A Guide to Defining It and How Your Company Should Take the Social Media Plunge." Sign up for the event and use promo code ESPK08 to save $200 on the registration fee.

If you're like most B2B marketers, you're probably wondering whether you need to jump on the social media bandwagon. You're likely getting asked whether your company should start a blog, open a Facebook account, or be on YouTube.

Every day there's a new hot site, a new viral marketing success (or horror) story, or a new technology to learn about. There's a lot to keep up with, and it's continually evolving.

So how do you decide what to do?

Start by taking a giant step backward and assessing the social media landscape as it relates to your market, your buyers, and your competitors.

Here are three key factors to consider.

1. What's going on in my market?

Identify where your buyers go to learn about new products and services. What are the destination sites and who are the influencers (also known as A-listers) in your market?

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ABOUT THE AUTHOR

Lee Erickson is cofounder and president of Erickson Barnett (ericksonbarnett.com), a B2B technology marketing firm. She can be reached at lee@ericksonbarnett.com.