Have you stopped to think about whether your organization is ready for social media? Can you handle the truth? The hard fact is that organizations that cannot deal with criticisms from customers and do not tolerate failure may not be suitable candidates for a social media strategy.

Steve Mann is creating and implementing a social media strategy for B2B software giant SAP. In this Viewpoint, Mann talks to ITSMA about what he’s doing for SAP and how B2B marketers should approach getting started in social media. With his personal interest in science and sociology, Steve also has some insightful views on the human side of implementing a social media strategy.