Social Media: what are your specific tips for B2B marketers?

Consistency is very important in regards to social media. No matter what platforms are being used having a constant voice is needed to build a follow-ship.

This is a complex question to answer and there are many elements that come together here.

Firstly it is important to know the right locations in which to intervene. There are so many social sites, including those run by your trade associations. It is important to select the right location, the place that has the right mix of customers and prospects and that gives the right opportunity to communicate about the key elements in your marketplace.

"Hania" (Anna) Whitfield is right in that you have to listen and respond. Ultimately you have to be accepted as the expert in your field - and this is not in respect of how you see yourself, but in how the marketplace perceives you. Be prepared to give advice on competitor products - this advice must be genuine and focused on resolving the person's problem (remember this is not an opportunity to advertise, you are making friends here).

Generally you have to make the balance right in respect of communications strategy. Tell people stories of relevance to the marketplace rather than stories that are thinly veiled advertisements for your products.One in every ten communications you can promote you product in some way.

Tiffany Whitmore is also correct in saying that consistency is important. Your whole strategy should provide a consistent, yet professional approach. It is about getting your market to trust your product, your brand, your company.

I think Hania hit the nail on the head. One thing that a lot of B2B companies forget is that in the end, they really are B2C, because there's always a PERSON on the other end. So engage, listen, and respond to your community as a person. Also, follow the 80/20 rule. 80% of your communications should be engagement posts and only 20% (or less if possible) should be promos of your company. This should reduce the amount of people who hide you from their newsfeeds, as well as makes your brand more social/human.\

Additionally, use your social media channels as a direct line between customers and your brand. The tools are available for a one stop shop for your customers. Whether it be to find info on your company, find/buy products, or to ask a question. Listen to your fans and engage on their terms.

Hania is right, but you also need to know where you should and shouldn't be.
The truth is most (not all) B2B companies don't need to be on facebook (which is primarily used by consumers), however LinkedIn is much more responsive when it comes to getting in touch with the right people (decision-makers). Currently we have 4 SM profiles, but since our products help consumers we are working on making the facebook page consumer-based info only.
Google+, while still short on members, has a good amount of search authority attached to it. Those posts you make on G+ will become search-able if you craft them the right way. When it comes down to it, you need to have all of your ducks in a row before you start making social profiles across the web. Why would anyone want to go to your facebook page when it has the same info as your blog, twitter, Linked-in, AND g+?

Hania is right. Engage. People do get tired of reading the same things over and over again. Communicating with them can help both parties since companies can get their feedback and do better. This will also make them feel valued since you reach out to them.