Social media sites are much more than friends connecting with each other on the internet. They are quickly turning into great ways for professionals and companies to garner important contacts and platforms to capitalize on leads.
Social marketing actually extends outside of social platforms as well, as Search Engine Watch pointed out. It now includes mobile social strategies, ecommerce, advertising and SEO tactics. It is important to note that Google website ranking and social media success now depends on a much broader approach to online marketing.
With that said, ClickZ suggests B2B marketers build a solid social media program and expand according to their business' needs. A solid framework involves the bigger picture, or defining the purpose and concept of the campaign. Once that is in place, companies need a clear idea of what they want their customer experiences to be, how they are going to measure social progress, and what content they will provide to engage interested parties. As marketers solidify each of these steps, they can start to take their own unique approach to make their brand stand out in their industry and beat competitors in the online marketing realm.