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What did you learn about Social in 2011 that you plan to apply to your Marketing efforts in 2012?
For many companies, 2011 was a year of experimentation, and learning about the opportunity for Social to change how we market.
How quickly (or not) has social been adopted in your organization, and among your customers?
What did you learn in 2011 that you plan to apply in 2012?
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2011 has been an important year to understand what works in terms of social adoption, both inside the enterprise, as well as with customers. Just like enterprise social software needs to function differently from consumer social media, we also continue to better understand the distinct needs of a B2B social community. I have seen marketing organizations adjust their social media marketing plans to reflect better defined and more relevant goals, as well as the corresponding metrics. Putting a value on a re-tweet, a follow, a friend, etc. remains to be challenging, but we have made a lot of progress in understanding that the rules of the right audience and relevance of our messaging still apply.
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