After discussing and consulting with probably 100 executives in all industries the number one reaction has been:
"I get it, I know we gotta do something - but where do we begin?"
It can't be "Hey everybody go on Twitter" - or "Lets quickly do a fan page" or any of the other helpless social media marketing tactics. This is NOT going to work in an enterprise.
So what is it then?

The answer: "Find out what your customers do in the social web".
The biggest fear: "They are probably NOT using social media".
The response: "Find it out".

Two simpler steps:
1) Make the first move to more openness and tell your customers where YOU are in the social web. You can leverage a free tool called XeeSM and share your LinkedIn, Facebook, Youtube, website, and other groups or networks. Tell your customers: "Hey this is where you can find me - would be great if you could let me know where you are". The key word: APPROACHABILITY

2) Now ask your customers again to share their social networks, groups, sites with YOU. Ask them to put it up on their XeeSM (which they will like for themselves) and share it with you. Now you know.

Effect:
Total surprise 1: "I had no idea that they are all over the map"
Total surprise 2: "I get to know them so much better and faster"
Total surprise 3: "We can chit chat without them feel being "sold" or "marketed"

OK where do you go from here?
1) You know first hnad that this "social media thing" is for real
2) You experienced the relationship building with your customers, prospects and partners for yourself
3) You recognize the importance of getting way beyond a brush up of your profile.

You no longer ask "Where do I begin..." Instead, you will ask "help me focus, I have so many ideas". Trust me - it's like a 3 year old enters Toys-R-Us for the first time.

Axel
http://xeesm.com/AxelS

Republished with author's permission from original post by Axel Schultze .