The focus now should be on the strategy for how to leverage content to drive the right conversations with partners and customers at each stage of the relationship. Here's how to figure out the ROI on content and the fundamentals of good publishing.
Successful social marketers offer links to objective content that is relevant to their customers, they offer their own insights on articles they read and share with the community, and they respond to the discussions that are driving engagement without relying on automatic responders.
The key to enabling your partners for social marketing is to provide a stream of relevant content that makes it easy for partners to select, personalize and share in a way that helps them authentically build their own voice and brand.
Visibility into partner performance means seeing how partners are marketing, what kinds of reaction they're getting, what kind of market influence they can generate, and what quality of leads they can produce.
A new way to play an old game, and a fascinating look at how social media can affect the balance of power in the fight for control over information—and over the hearts and minds of a society—between governments and civilians.