If you are a living, breathing B2B marketer, you know that Facebook, Youtube, and especially Twitter, have become legitimate forums for facilitating business. For many companies, a social media strategy is as important as a website. And, social media is not likely to go away anytime soon:

While social media lets you observe how people perceive your brand, listening can only take you so far. Many B2B organizations are wallflowers that aren’t ready to engage customers and prospects with a compelling story about their brand. Social media experts agree that businesses need to find one thing defining and interesting about their brand to build a social media strategy around.

Sounds easy, right? Many B2B marketers mistakenly avoid honing in on “one thing” in favor of saying many things in order to appeal to as many customers as possible. The result is communication that is so diluted that it doesn’t appeal to anybody.

So, before you jump Tweets first into social media, challenge yourself to find the one thing that differentiates your company’s offer—that makes customers buy from you over someone else. If you don’t have anything interesting to say, what reason do people have to become a friend, follower or fan?

Does your company have a compelling differentiator that appeals to your audience? Tell us what it is and we’ll put it to the test.