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Extending the Social B2B Organization Through Training

June 14, 2011 | By Jonathan Block

Training is essential when organizations distribute the execution of social media among staff members. Skilled marketers and subject matter experts (SMEs) who have little trouble communicating to customers and prospects via email or in person often haven’t the slightest idea how to build an engaged social network or respond to comments on a blog; as a result, B2B organizations must provide guidance and best practices.

Training is essential when organizations distribute the execution of social media among staff members. Skilled marketers and subject matter experts (SMEs) who have little trouble communicating to customers and prospects via email or in person often haven’t the slightest idea how to build an engaged social network or respond to comments on a blog; as a result, B2B organizations must provide guidance and best practices.

A prerequisite for the launch of a social media training curriculum is the identification of social contributors, including SMEs and others who have expressed interest in becoming involved. In many cases, organizations will need to solicit appropriate individuals; while a carrot-and-stick approach may work initially, engaged and consistent social media participation will come only from motivated individuals who recognize the value of leveraging it to build (and protect) the corporate brand.

We've placed responsibility for developing and implementing social media training under social operations, although this can also be done in conjunction with the organization’s training department. Whether conducting the training internally or relying on an outside firm, enabling employees and channel partners to take advantage of social tools and sites for their roles means training them in a wide range of areas.

Jonathan Block

Jonathan Block is Vice President, Product Development at SiriusDecisions. He has has worked for more than 25 years as an IT and cybersecurity leader, product manager, and an industry analyst. He manages the global product development organization for SiriusDecisions’ technology solutions. Jonathan built and managed agile technology teams that increased productivity, collaboration, cybersecurity and regulatory compliance. He also developed key models and frameworks that enable B2B organizations to understand, evaluate, and implement appropriate marketing and sales technologies. In addition, Jonathan has advised executives on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.

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