Social marketing is the conversation

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Over and over, at our BtoB NetMarketing breakfasts across the country, marketers want to discuss how they are handling their communications on Twitter, LinkedIn, Facebook and YouTube. Sure, online advertising, search and e-mail are important to them, but they talk mostly about social communications, how they are using specific social networking sites, how they are forming user communities and how they are monitoring the social blogosphere. Attendees at our events tweet about the panelists and BtoB by the hundreds. Our breakfast last month in San Francisco prompted more than 200 tweets and retweets. Last month, we wrote in Media Business about the many ways audience development people are using social media. At BtoB, we have been amazed at the response to our Twitter feeds. More than 5,000 followers retweet our stories over and over—it seems that our content (yours, too) has become the valued message within the tweet. One 2010 Outlook survey story BtoB published in November was retweeted more than 4,000 times. If your audience and marketing development departments aren't using these social media platforms, it's time to get started. You'll find the resulting viral talk about your stories, events and even ads astounding. Your page views will grow, and, most important, your credibility in a changing media world will make your brand relevant and revered by those important influencers who visit the social media world. Bob Felsenthal can be reached at
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