Almost a year ago, I posted about how B2B marketers can use social media. Since then, 2009 social media growth has been exponential. Case studies of leading companies effectively using corporate social media, and the high adoption rates of business professionals using social media in the workplace, have helped squelch questions of whether B2B marketers should participate in social media. The challenge now is defining what their company’s social media strategy should be.

As part of your 2010 planning, it’s important to consider the trends in social media. But social media isn’t a box to check off on the marketing plan list. It’s not a list of tactics, something you do as part of product launch or short-term campaign and then abandon. And it’s not a channel to drive pre-packaged corporate messages.

Social media tools are ubiquitous and easy to grasp; what’s more challenging is adapting your communication messages—and adjusting your attitude—to these new environments and behaviors. A social media strategy requires thinking differently, not only about marketing, but how your entire company interacts with consumers.

Developing a B2B social media strategy requires adapting your thinking.

Old Thinking: How can I use social media?
New Thinking: What can I learn from social media?

Old Thinking: I can advertise through social media.
New Thinking: How can I use social media to create a dialogue with prospects and customers?

Old Thinking: I need to be a part of every popular social networking site. I have to start tweeting!
New Thinking: I am going to focus on communities that matter to my industry and actively participate. (Don’t spread yourself too thin or you may be anti-social like Godfrey VP Chuck.)

Old Thinking: We need a killer app!
New Thinking: What would my customers appreciate? What will help me build relationships with prospects?

Old Thinking: I need to find the one tactic that will work.
New Thinking: I need to use different tactics (blogging, podcasting, twittering) for different purposes as part of my overall strategy.

Old Thinking: I have to be a part of this because my competitors are.
New Thinking: What are my competitors doing wrong and right? How can I do better?

Old Thinking: Social media is free and cheap; it must be easy.
New Thinking: Social media requires time and dedication so I need to have a plan and resources.

B2B marketers can leverage social media. And changing your thinking is the first step in the plan. Download the Social Media & the Art of Listening white paper (PDF) to get started.