All buyers want and need to be educated. One of the best ways to do that is making it easy for them to get the information they need to make decisions. Blogs provide an excellent mechanism to do this, especially when paired with other social media tools.

Earlier this year we decided to make some big changes to our online presence. The decision came about while strategizing how we wanted to represent IntraLinks to our current and future stakeholders. Our business was expanding and our website needed to accommodate.

At the time, the company was involved with very little social media, so this is where we started. We established a presence, and started communicating socially through various sources such as Twitter. Being successful on Twitter meant more than starting an account and posting a press release. So, we used it... really used it as a communications tool. We managed it professionally and didn’t get too cutesy with it.