Tweetdeck
Lots of people use this desktop client to manage their Twitter experience, but many don’t know about the built in language support in Tweetdeck. Start by going to Settings > Services and choose your primary language. Tweets in other languages will be translated into this language when you choose to translate them. Note that all translation is powered by Google and these machine translations frequently miss the subtleties of language, especially in social media.

When you see a tweet that is not in your primary language, move your cursor over the profile picture to bring up the menu of other actions you can take on an individual tweet. Choose translate. You can also choose untranslate to switch the tweet back to its original language.

Tweetdeck also helps you translate your tweets into any Google Translate supported language. After writing your tweet, click the translate this update button and choose the language you wish. Click send to post your translated tweet.

Hootsuite iPhone app
If you are looking for quick way to translate incoming tweets to your native language while on the go, the HootSuite iPhone app includes one button translation while reading any tweet. There are actually two buttons. One translates to the primary language that you set for the app, while the other translates to English.

Twaitter
Another tool that has built in translation is Twaitter. This web-based tool is designed around scheduling your Twitter updates, but it also has Google Translate services embedded into it. After typing an update, click translate, choose a language and Twaitter translates. Send or schedule the update.

Tweetmeme
And finally, yesterday, Tweetmeme announced translation support for their popular retweet button (used here on SocialMediaB2B.com). They too have incorporated Google Translate tools, which can automatically detect, and suggest, translation into your native language. It is easy to undo if you don’t like the translation. If you tweet in a language other than English, we would love for you to tweet this post in your language using the Tweetmeme button and let us know how it works.

Are there other translation tools that allow you to connect your B2B company to people who do not speak your language? Let us know below in the comments.

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In late January this year Google released the social search feature in beta. In order to use it, you’ll need to have a Google Profile established.

Here’s how to use Google Social Search:

1. Sign into Google
2. Run a search on a topic like you normally do
3. When you see the results, click the “more search tools” drop-down in the left side navigation
4. Look under “All Results” and click on “Social”

The results will then be filtered to include those found through your Google connections, which Google calls your “Social Circle” (see screen below). These connections come from your Google Reader subscriptions, Google Buzz followers, Google chat buddies/Gmail contacts and people you’re connected to via channels like Twitter and FriendFeed that you’ve listed in your Profile. This is why it is important to follow customers and prospects on social networks. Results can also come from secondary connections that are publicly associated with your direct connections.

As a next step, click on “My social circle” to go to the Social Circle page. There you will see all your direct connections listed alphabetically. Each connection will list all the links to content they’ve provided in their Google Profile.

From that list, review the people or other connections and make sure you’re following all their content. This will keep you up to date on industry issues, and you can also identify topics on the minds of prospects. Knowing what they are sharing online will inform conversations with them, both online and offline. If they are sharing information about a competitor’s products, review how that product or service compares to yours before communicating with them again.

You should also click on the Social content tab at the top of the screen to see what content and channels you’re sharing. You may want to optimize your profile so you can lead your connections to the content that is most relevant to you.

Using Google Social Search is a great opportunity to learn what your customers and prospects find interesting enough to share, giving you opportunities for contact. You can push connections to your social content as well as find additional content from the sources or contacts that matter most to you.

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However, for many B2B companies, apprehension, time, unfamiliarity and money can stall or prevent the implementation of social media activities. Accordingly, agencies and internal PR and marketing staffs alike must demonstrate the value and ROI of the proposed money and time to be allotted for social media.

If your team has researched the industry’s social media climate, considered crisis and policy plans, developed an effective social media strategy and still find your client or boss hesitant, here are five ways to demonstrate how social media can be an effective marketing, public relations and sales tool:

1. Show them customers are using social media

While impressive figures such as 96 percent of the world’s population uses social media, Facebook tops Google for weekly traffic in the U.S. and 80 percent of companies use social media for recruitment (all courtesy of the updated Social Media Revolution video) are compelling, make sure you can point to how and where your specific customers are using social media.

A list of potential customers doesn’t have to be all-encompassing to be convincing. If even a slice of your customer base can be segmented down using geography, special interests or industry keywords as search terms, utilize tools such as Technorati, WeFollow, LinkedIn groups and Listorious to create a snapshot of potential customers using social media.

By showing company leaders and sales teams names and faces rather than lofty user statistics, social media will become more real, and you’ll have a jump start on people to engage with once your social media plan gets the go-ahead.

2. Show them competitors are using social media

Even if competitors aren’t using social media well, just the fact they’ve dipped their toes into the water can be compelling. If competitors aren’t effectively engaging, all the better. The space is open for a company who knows that listening, helping and encouraging beats selling, yelling and hawking any day.

This initial research will also come in handy down the road, as you continue to compare your social media strategies with others in your industry. Set up a Google Reader folder, compile a private Twitter list and cue up an RSS feed around your competitors’ profiles to stay on top of competitors’ social media activities.

3. Show them people are talking about social media

Or, better yet, show them key industry influencers such as media, educators and associations are talking about social media. B2B companies already hold these organizations in high regard when it comes to news and industry trends, so their third-party recognition can be important.

Social media is a hot topic, and articles, interviews, blog posts, podcasts and videos that talk about how similar companies are using social media have become a topic of mainstream debate. Use this information to convey the medium is no longer a scary, unknown frontier and is being recognized by credible sources as a way to better engage, understand and deliver customer wants and needs.

4. Show them social media success stories

When it comes to social media, case studies are everywhere – even in the B2B industry – and offer bite-sized best practices and lessons learned. Get started here at Social Media B2B by looking at 10 Examples of B2B Facebook Fan Pages and 16 Best Practices of B2B Corporate Blogging.

In addition, comb through interviews with social media managers and PR professionals (such as this discussion with Ron Casalotti, social media lead of Bloomberg L.P.) who have already dealt with questions and fears from upper management surrounding social media. These real-life examples, addressing real companies and customers, will carry extra weight with B2B companies on the fence about the worth of social media.

5. Show them how to use and stay on top of social media

Before using social media professionally for B2B business, it can help to know the ropes personally. The saying “give a man a fish, feed him for a day; teach a man to fish, feed him for a lifetime” applies to social media as well. Education and demonstration can go a long way in showing B2B companies the value of social media.

Create Social Media 101-type documents that cover blog readers, Twitter, Facebook, LinkedIn, etc., and set up training sessions to address questions and concerns. Once clients become more familiar with social media on their own terms, they may become more open to the value of social media for their businesses.

What are other ways you’ve demonstrated the value of social media to your B2B clients or management?

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What does Google want to do?
It wants to return the most relevant search results to every person. While previous Google search algorithms were based on things like the popularity of a page, as determined by its page rank, or the number incoming links a page had, Google’s more recent determination of relevance takes a person’s web surfing history much more into account.

What is the point of creating blog content and distributing it out across the social web?
The point is to provide relevant and valuable content to your prospects and customers through your social profiles to drive them back to your blog or web site. This means that a social media presence creates visits to your site.

Now here comes the chocolate and peanut butter part of the post.
Because your prospects and customers visited your company website, Google now sees the site as relevant, and is more likely to include the site in search results. So when they begin the purchasing process for your products or services, you can see what will happen, especially since more than 80% of B2B purchasing begins with search. Your prospects enter in their search terms and your site comes up as a top result, because Google views it as relevant to that person.

This means your prospects don’t have to remember the name of your company because Google does it for them.

Have you created a social web content strategy that drives traffic back to your site so Google can view your site as relevant to your prospects?

By the way, there is a candy called Reese’s Peanut Butter Cups that in its advertising used to show someone eating chocolate and someone eating peanut butter, and they always managed to bump into each other getting peanut butter on the chocolate, or getting chocolate in the peanut butter, depending on your perspective. And it turned out that they were better together than on their own. Let me know if you think I stretched the analogy too far.

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Below is an amusing video from Google that explains the new protocol in easy to understand terms. The way it works is that instead of sites constantly asking for new content, or pulling, once content is published, a hub automatically pushes it out to subscribers. This means content is available in Feedreaders and other RSS catchers within seconds of being published, rather than in minutes, or even hours. We installed the plugin on SocialMediaB2B.com this week, and have seen posts show up nearly instantly in our readers. And make sure you don’t publish without meaning too (like I did on this post), because that too goes out to readers.

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Yoono
Yoono runs in left hand sidebar of your browser and lets you interact with Twitter, Facebook, LinkedIn and various chat platforms without giving up large amounts of screen real estate. You can view your social profiles combined or separate, and you can also post status updates, post photos and share links to your networks. You can easily choose which networks to post to with every post. It incorporates bit.ly link shortening, but it seems to share links without including the title of the post. Make sure you test each aspect of any tool before you start fully implementing it.

Amplify
Amplify allows you to share links and selections from pages by bringing up a sharing toolbar. These links post to your selected networks, as well as aggregate on a profile page at Amplify.com with your comments. This combines the ability to share links on multiple networks with one click and they all point back to a single post on Amplify, which includes comments and a social network.

Buzz It
So you have heard about Buzz and you want an easy way to use it. Buzz It creates a bookmarklet in your Firefox toolbar. When you are on a page you want to share in Buzz, click the bookmarklet and it will open a GMail message that lets you send the link and comments to buzz. This is one of many ways to share things on Buzz.

Feedly
Feedly is one of the best Firefox social media add-ons because it brings a familiar web magazine layout to RSS readers. Using your Google profile, it presents all your feeds in an easily digestible format that doesn’t focus on the number of posts you haven’t read (like Google Reader does). There’s lots going on in this tool including details about how your content is shared, displaying content of the same type, like video, grouped together regardless of its source, a small toolbar that helps you share across networks, and discovery tools for finding additional relevant content. Load up this tool and dig in to learn more about your social graph and to overcome your fears of RSS.

Tweecious
I heard of Tweecious thanks to Kipp’s recent post about Delicious and social bookmarking. This has got to be one of the slickest tools I have seen, from both an interface side and from a functionality side. When you click setup, it says here’s your Twitter account and here’s your Delicious account, and gives you the opportunity to change them. The only question is do you want to grab links from previous tweets or just go forward. That’s it. It runs in the background and grabs any links you post to Twitter and saves them as Delicious bookmarks. If you are saving links as reference for future review, it is a good idea to save them in multiple places.

If there is one theme running through this list, it is the ability to more easily manage multiple networks. So one of the things to watch out for is creating duplicate content on aggregation networks, like FriendFeed. One great use for this is to create a feed of shared links. Tweecious can grab your links from your corporate Twitter account, but not conversations, and create a list of links in Delicious. Now you can use the Delicious feed that was automatically created.

Pixel Pipe Media Uploader
And finally, this list is not complete without a tool to upload media to your various networks. Pixel Pipe Media Uploader can upload photos, video and audio to more than 110 networks. If you are pushing content out to multiple networks at once this is an easy way to do it, however, add networks carefully, because every upload goes to every network. It would be great if there were an easy way to exclude some, but there are situations that warrant an all-in approach to content distribution. But make sure you visit these networks on a regular basis to respond to comments and interact with the community.

Have you used any of these tools, or are there others you would recommend to manage social media activities for your B2B company?

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1. Limited Use of Gmail
The main web interface for using Google Buzz is Gmail, which is not widely used for corporate email. Most large companies use Microsoft Outlook to manage email, so people will not have the opportunity to share from within their email. They can use buzz at buzz.google.com, however, it they are not using Gmail, they likely have a very small Google network.

2. Lack of Content Strategy
By all of sudden opening up the ability of sharing content with their networks, people need to understand what types of information they should be sharing. This takes training, practice and feedback for people to understand an appropriate content strategy that benefits their B2B company. Buzz also lets people have conversations across their networks, and this too takes some training and practice to post relevant comments that start conversations and that continue them.

3. Limited Access to Content
The average employee does not have access to the kinds of content that would benefit their company and worth sharing with their networks. Much of this information may be on the company website or blog, but generally, employees are not familiar with all the content on their corporate sites.

4. Lack of Google Reader Adoption
Another way to push content to your network through Buzz is by sharing posts in Google Reader. While this feedreader is feed and very functional, the adoption of RSS feeds as a way to bring in lots of information is still very limited. People that you follow in Google Reader are also part of your network, but again, not a lot of people a following other individual’s shared posts.

5. Limited Use of Google Friend Connect
The other way Google is using all of its platforms to create this social network is to leverage your membership and relationships on websites that use Google Friend Connect. While many sites used this single sign-on method, it seems that Facebook Connect became more common as a means to take your social network with you across the web. Facebook did better at this because Google didn’t have a social network. With connections building in Buzz, Google Friend Connect becomes more relevant, but it may be too late.

Here is the official video from Google about Buzz:

Click here to view the embedded video.

Let us know your opinion by taking our poll after reading both posts:
Kipp’s post about the positive impact of Google Buzz

Do you see Buzz as a tool your B2B company can use?

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In our information overloaded society, many people feel like if they don’t start their day with this review of their major inputs of information, they will miss something. I’ve been thinking about ways to handle these inputs to be more productive and not cause continued distractions throughout the day. This is not a post about tools, of which there are plenty to choose from, but about needs and approaches to filtering information. The assumptions are that you have work and personal email, manage multiple twitter accounts, an out of date RSS reader and a full workload during your workday that would benefit from fewer distractions.

Here are some categories of job functions that require different strategies for filtering information:

Content Creator
Your job requires you to blog, tweet, post to social networks, create videos.
Information Approach: Your role in your organization requires you to remain the most connected. As a content creator, you need a constant stream of information for inspiration, content to share and things to comment on. Creativity and discipline are frequently at odds, but you need to compartmentalize your day and your processes. Your morning cruise through information should include bookmarking articles for later review. By using social bookmarking, this creates additional content, as well as making it easier to find things, instead of leaving all those distracting tabs open. Set some tweets of shared items to go out through the day so you keep a constant flow of outbound information that can be supplemented with regular tweets and posting of your content. This way you can focus on creating content in the morning when most people’s energy is highest. Heads down work requires turning off email, or at least not checking it every few minutes. And make sure your colleagues respect your morning creation time. You’ll take some ribbing, but everyone will benefit from a continuous flow of good content from your organization. After your block of time is over, go back over to email and twitter feeds to see what you missed. You will find that these boundaries will allow you to have some of the most productive time during your day.

Weekly Task: Spend 30 minutes adding new Twitter followers who will add value to your stream. Consider people who retweeted you and also retweeted the same things you did. Also search for others producing content similar to yours, but in another industry, as you are always looking for new ideas and inspiration

Trend Analyst
Your job requires you to understand what is going on in your industry, synthesize it and share with others internally and externally
Information Approach: Twitter, Google and other monitoring tools can be your best friend, but you need to establish keyword searches for your company, competitors, industry terms so the bulk of your information comes to you. As you use monitoring tools, most offer free trials and you can discover which ones provide the best results in your industry. If you are in a niche industry, there are probably a small number of blogs and sites that you need to follow. Update your RSS reader so these sites are in a folder that you can check once a day. You want as much information coming to you automatically, so you can spend more time analyzing what is going on, rather than waste time looking for data.

Weekly Task: Review one or two new social media monitoring tools from this list and set up free trials to make sure you are getting the information you need.

Meeting Sitter
Your job requires you to spend a big chunk of every day in meetings
Information Approach: Meetings, typing up notes from meetings and executing plans from meetings take up all your time already, and except for the occasional check of your email on your smartphone during the meetings, you are not distracted by incoming electronic information, but you still needs ways to know the major things going in your industry. Pick a couple of the best sites in your industry and subscribe to them via email. We offer that option in the sidebar, too. And if sites don’t offer it, request it, as it is easy to set up. This way you see the headlines as subject lines to give you the top level information, and can read any article that interests you for more detail. And here is a tool I found, even though I said I wasn’t going to talk about tools, called Nutshell. You can configure emails to update you with custom Twitter feeds and searches. Here are some reviews of the site from oneforty.com, a great resource for Twitter tools with reviews.

Weekly Task: Spend a little time getting lost in the rabbit hole of social networking and watch some funny videos to make up for all those meetings.

Work Shifter
Your job requires you to manage your own time, and sometimes lots of it.
Information Approach: This is one of the hardest approaches to information overload, because if you don’t go into an office, your work-life balance can get completely out of whack. The discipline required is monumental because with a full day ahead of you, and frequently time in the evening, it’s really easy to check email, check Twitter, hop over to Facebook and see what’s up. With multiple accounts everywhere, it becomes easy to cycle through everything once, and then go back and do it again. This is where your will power has to come in and the ability to divide your day into work chunks. Focus on the tasks at hand and reward completion with a dip into Twitter. Check email sparingly. If there is a crisis, they will call. Don’t let the social networking world take advantage of your extra time. It will suck it all up. I have actually heard of someone setting his own computer to block social sites during his heads down work time to combat this. Depending on what you do, and what kinds of information you need, review the strategies above for suggestions of getting information to come to you. Even with extra time, you still need to manage the inflow of information to make you more efficient.

Weekly Task: Turn of your computer and spend time with family and friends

If this post sparked even one idea to help you manage your work flow of information, I have succeeded. Please provide more suggestions below for things that you have done to get through it all. Be right back. I need to check Twitter.

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Yesterday will long be known as the day that Google forced B2B companies to tweet. The search giant made an announcement about its new real-time search feature. See the video below for a quick look at the feature that will be rolling out to all users in the next couple of days.

Click here to view the embedded video.

With this announcement Google has forced B2B companies to care about Twitter and other forms of user-generated content that are published in real-time. In recent years B2B companies have relied heavily on search engine results for sources of lead generation and Web site traffic. Google has now changed the game when it comes to search engine marketing with this transition to real-time search.

I have written about the importance of social search, but this new real-time search data is a more immediate concern for B2B companies. It will be rolled out to all Google users in the next couple of days. Real-time data is now the first section of results a user sees in Google. It will be placed above traditional web search results. Being first in traditional Google search results is now less important.

All B2B Companies Now have To Tweet
The argument by B2B companies has long been that my customers aren’t on Twitter and other social networks, so I don’t need to be there either. Google has given companies on Twitter and other real-time platforms, like Yahoo Answers, a clear advantage over the competition. Research has long found that even if a person is not active on the social web, they rely heavily on search as a way to discover information. Now the information they discover first is going to be from the social web. This means that if your company doesn’t tweet, it is going to lose some search traffic. Regardless of the engagement that happens on Twitter and other platforms, companies are now going to have to contribute content to these networks to be included in search and to reap the rewards of referral traffic and leads.

It Is Like The Beginning Of Google Again
When the web and search were just starting, online data was only a small fraction of what it is today. There was less competition in ranking for keywords in search engines and generating traffic. The beginning of real-time search brings a similar situation to the web again. Because many niche companies have been reluctant to participate on the social web the amount of data and keywords for niche B2B keywords is small. If you are the only company on Twitter in your B2B industry, you can likely dominate real-time search results in the short term and are well positioned for long-term traffic growth and awareness.

Yes, You Have To Keyword Optimize Your Tweets
If you have been a company on Twitter for awhile now, then you are likely focusing on engagement for customers and leads. That is is still very important, but now you have to also think about the words you use in each tweet. If you have been involved in any type of search marketing, it is likely that you used Google’s keyword tool, or another tool, to look at popular search terms related to your business. If you haven’t done this, you should. Once you have done it, combined with other analysis, you can create a list of keywords to optimize for your web properties. Today, you now have to apply this same list to your social content.

For example: When tweeting about this blog during a day I would use different keywords each time to help this blog be included in a wider variety of real-time search results. To illustrate check out the same tweet that could be send using a variety of keywords:

Tweet 1: Great B2B social media article on lead generation: (insert link)

Tweet 2: Great article about generating B2B leads using social media: (insert link)

Tweet 3: Great B2B social media search example: (insert link)

Tweet 4: Lead generation article about leveraging business-to-business social media: (insert link)

These example tweets are only a few combinations that could be done in an efforts to maximize search relevance, but should serve as an example for how to think about optimizing social content, including tweets for Google’s new real-time search function.

The announcement of real-time search by Google is one of the most important social media announcements of 2009. It will change how companies look at leveraging social media and will likely speed adoption.

How will this change by Google impact your business-to-business social media efforts?

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But instead of following that path, I looked at what everyone else was doing in social media and marketing and thought about what could happen if the opposite was done

1. Don’t Set Up Social Network Profiles – One of the first steps any B2B company takes when starting in social media is to set up profiles on popular social networking site. So what if you didn’t set up all of those company profiles and instead opened access to social networks to your employees and trained them on how to best represent the company online. Instead of a dry, corporate account, you could create an empowered task-force of real people that could help solve customer questions and advocate for the organization.

2. Influencing The C List – When marketing products in social media, B2B companies take the approach of trying to influence, and sometimes even spamming, industry thought leaders. Instead, ignore the A-list thought leaders of the industry and begin developing relationships with the C-level (not executive) of up and coming thought leaders. These people will become the next group of A-listers. Instead of a mention from one current thought leader, you could have advocates across an entire group of emerging industry thought leaders

3. Ignore Google – It is easy for all of us in B2B marketing to become obsessed with Google. Traffic from both paid and organic search marketing can be an incredible source of attention and leads. If we ignore Google and take the time and money from search engine marketing, we can then use those resources to build better relationships with current customers. Google is about new customer acquisition for most business-to-business organizations. Leverage social media and content to help you better understand your current customers and up sell them, instead of constantly chasing new opportunities. Let customers become your source of leads, not Google.

4. Make Content How You Want To – The Internet is full of blogs, including this one, that will tell you the right way and the wrong way to “do” social media and create online content. I suggest that you ignore all of the people, including me, and write blog posts and send e-mails how you want to do it. The opportunity is that you may be able to stand out, but more likely your style and expertise will be more clear when it is presented in the way that you feel is best.

5. Remove Social Media From Marketing Completely - This is the most radical suggestion on this list. What if you leave marketing the way that it is and don’t let social media live within that department. Instead you elevate social media to the level of business communications and integrate it into the executive team’s core business objectives and functions. This means social media is no longer about marketing. Instead it is about business. This type of elevated status could transform an entire organization, instead of only helping to generate leads and impressions.

I am a crazy? Would you take these unconventional approaches?

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