This is a great post from the PJA Blog, which is authored by…
actually, I have no idea My bad – authors names are listed on the home page of the blog, but not individual posts. They don’t show who has authored individual posts. Odd. Anyway, it’s a great post nonetheless, asking (and answering) the following questions:
1. What are other BtoB companies doing about social media? Where are the shining examples?
2. What is our assessment of the power, reach and influence of social media?
3. What capabilities do we need in house to get started? For example, what are the requirements for doing a corporate blog? Is it a full-time employee, or 50% of an FTE’s time? Who should play editorial moderator?
4. What kind of return should we expect? How will we know if we’re successful?
These questions are asked within the B2B context, but are applicable (and I have heard the same sentiments expressed) in almost any market segment. Pretty good read.