As such, they're beginning to slice and dice thought leadership content into blog posts, tweets, videos, and the like -- and use  Twitter ,  LinkedIn ,  Facebook ,  YouTube ,  SlideShare  and other platforms to promote that content as widely as possible in the social sphere. Identifying and reaching out constructively to the new influencers in your markets (bloggers, analysts, community managers, etc.) As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way.

But honestly, it seems strange to me that these superb bloggers are even wasting space with this debate. You can think of these outposts on Twitter, your blog, Facebook, YouTube or wherever as spokes or outposts leading your visitors home.  Studies show that web page  views have been dropping precipitously as folks park themselves on the social web. There have even been a flurry of blog posts from Jason Falls , Jay Baer and Debbie Weil debating whether your blog is now the true “hub” of your marketing communication effort.

Post videos of interviews to YouTube and other targeted video portals specific to your industry. You’ll be picked up in the blogosphere and even by traditional reporters who are always looking for news stories. Remember, news releases are for much more than getting press; they are for building key links and for helping bloggers and influencers find your site. Industry bloggers will be key to extending the reach and impact of your newsletter. When you publish a monthly print or electronic newsletter that targets an important audience segment, you probably invest heavily in generating the content that will make this newsletter relevant and valuable to its readers.