This slideshow by Jeremiah Owyang focuses on planning a web media strategy for 2010.

The main four points it makes are to

• Listen to your clients

1. If you are not listening – you don’t know what customers want so you won’t know where they are looking for it or how to position yourself with web media so they find your business web pages.
2. If you are not listening – a swag of negative comments may be posted on the web without your knowledge
3. If you are not listening – you miss out on the intelligence you need to develop new products for them

• Provide systems to help them

Help desk software is a valuable tool for online complaints that is private to you and the customer but enables you to keep a record of the complaint and resolve it quickly and to the satisfaction of the customer. If customers have no private means of complaints they will take it public!

• Provide discussion areas for them

Forums and blogs and social media pages can all be places where other community members can help your customers by advising people how to use things and giving other valuable information. People can comment and ask questions and generally this helps them to feel connected to your company.

• Employ a person or team of people just for this
  

To keep up with the web based systems, depending on the size of your company and the amount of traffic you get – you are going to need staff!

Start training your people now to handle these systems so you are not caught out later trying to catch up and unable to tell the difference between an expert and amateur. Social marketing training is a big topic, every site is different and has things to learn.

The technology is the easy part, it’s there now and can be used as is. Education systems can’t keep up! It’s the people with the “know how” who are in scarce supply.

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