Here are some things I have learned along my journey:
- Don't force it on people - by "it" I mean any social channel(Twitter, Facebook, etc) and by "people" I mean executives. While it would may be great for your company's image if the CEO jumped right into Twitter and became a star, if it hasn't happened yet, it probably never will. Its hard work to maintain a solid presense on any social media channel. It won't happen by accident, or by force.
- Have a keyword strategy - don't think "how does SEO fit with social?" Thats the wrong question. Always focus all online content on your most important keywords. I mean everything. That should drive every tweet, video and blog post. Think of all online content as perminant(Thanks Google!) so while that blog post that a subject matter expert wrote about how to optimize your print shop for a better printing workflow may not have brought in a ton of initial traffic, it gets indexed by Google and lives for a long time. Even if it only gets a trickle of traffic over time since the B2B buying cycle is long this post will have more legs than almost any other outreach.
- Align with others - make social media a "normal" part of the marketing/PR mix. Condition people to include it at the beginning and not at the end as an afterthought. This is another channel to work in with a different set of rules. Just like you would not make a radio commercial the same as a TV one, you wouldn't create a blog post the same as a YouTube video.