Implementing and executing a social media strategy for your business-to-business (B2B) organization, large or small, is not a simple task. Even the largest brands have struggles. So Dreamforce 2012 took the topic head-on during a panel including Jen McClure of Thomson Reuters, Tristan Bishop of Symantec, Tanya Donnelly of Schneider Electric, and Kevin Espinosa from Caterpillar.

Here are some key approaches to keep in mind to succeed at your B2B social media strategy.

Think Like an Exec to Convince Your Execs

Oftentimes your executives or board may need a deeper understanding as to the importance and benefit of a B2B social media strategy. To get their attention, think like them. What are their greatest challenges? How can you help them meet their goals. Show how social media can solve their problems. At Symantec, it was all about customer loyalty, which tied to long term revenue. They knew that a positive customer experience led to improved loyalty. So, Tristan proved to execs that you can use social to improve that experience. The direct correlation between social media and his executive’s top level business goals resulted in executive support, since they were all working toward making the business thrive.

Develop Great Content

The most effective content on social media is not the stuff that sells products. It’s about creating content that helps your audience learn something. It delivers value for them or helps them to achieve something. This type of content will enable your audience to trust you and see you as both a resource and an expert.

If you are talking about product in your content, be gradual and smart about your approach. You wouldn’t ask someone to marry you on the first date, right? Remember who you’re speaking to and how you’re speaking to them. Share your product-based content in more of a raindrop effect versus a full-on flood.

Utilize Enthusiastic Employees

There are employees within your organization who love social media. It would enhance their day-to-day to engage in social media. And while they may not be experts at it, this passion can serve you well. For instance, Reuters created a contest within their organization where employees could submit an essay detailing why they should be social media managers at an upcoming conference. The winners got to tweet and blog from the conference with the supervision of the social media team. Similarly, Caterpillar rewarded employees who contributed content. By giving them badges or icons, or even swag, they were excited to contribute and worked hard to create successful content.

Consider your intranet as well. It can be a content farm! Reuters has 50,000 active people on their intranet and they take the best content from it and make it external.

In social media you can’t control the message, but you can control your culture. Employees will feel great about your brand if you free them up to talk to customers. The power of social media is in the people within your enterprise.

Understand the Social Environment

Before you go and create that Twitter account or Facebook page, think about your audience. Where do they spend their time? Some panelists saw conversations happening on forums and blogs, for instance, so don’t just create social media presences that you think you need.