Back in July, I shared a few lessons our team learned from helping our client Virtusa develop a social media strategy and program from scratch using our FUSE (Focus, Understand, Strategy, Engage) approach.  My post looked back at the progress we made during the first year.  

Recently, Mashable spoke with Virtusa's Doug Mow, senior vice president of marketing, and included a vignette on the company's social media program in the article "5 Proven Strategies for B2B Social Media Marketing."

From the start, we set a goal to integrate Virtusa's social media elements with other marketing initiatives, and eventually push social media throughout the organization so it's not confined to marketing.  It's been great working towards these goals with Doug Mow (@DougMow), and while we're not resting on our laurels (we still have a lot to learn and improve), it's exciting to see the effort and holistic approach pay off.  As he explains in the Mashable article,

 The social strategy must be part of the online and PR strategy, which, in turn, are part of the integrated marketing strategy. Social is not an isolated activity. […]

 As a whole, (Virtusa) marketing was asked to generate 50% of the new business pipeline in terms of number of deals and revenue. We exceeded that goal and viewed social networking as an integral part of our efforts, although we do not feel that the success can be attributed to any one particular activity… Every component of the strategy helped.

Check out the full article on for mini case studies on each of the following tips:

  1. Connect social media to lead generation
  2. Build your own community if you can't find the perfect audience on an existing platform
  3. Boost SEO where you're already creating content
  4. Be useful
  5. Integrate social channels in broader campaigns and strategies (Virtusa case study)

If these tips seem like common sense or something you've heard before, it's probably because it's true.  What's more important, I think, is that each piece of advice is backed by a case study proving its worth.  That's encouraging for those of us in the trenches wondering if our last 140-character burst of creativity matters. 

Contributed by Catharine Morgan.  Follow her @c_morgan