After lots of hype, B2B companies are now beginning to launch social media efforts and incorporate social media tools into their marketing campaigns. But with the new tools comes the inevitable learning curve, and many organizations are finding that their initial wade into the social media water isn't yielding the results they were hoping for or expecting.

To help address these concerns, social media pro Lena West will conduct a special Social Media Lab at the MarketingProfs B2B Forum to help companies successfully launch and track their social media efforts. West's lab will benefit companies that want to use social media, but aren't sure how to get started, as well as companies that have started and aren't getting the results they want or expected.

Here, she shares some insights for B2B players looking to hone their social media strategy.

It seems that in the last couple of years, companies have been looking to learn all they could about blogs and social networks. Are these still the hot spots for companies wanting to start using social media, or are other areas emerging?

Blogs and social networking are still very "hot." Gosh, I don't like saying that because it makes anything new media related sound like a fad - which it decidedly is NOT.

Online communities and engagement are emerging areas for brand investment. Companies that are active in social media are finally getting the blogosphere memo that it's not just about being part of the community and listening, but facilitating dialogue as well. It's not enough to attend the party, you need to be P. Diddy and HOST the party.

There was a report released recently that showed that with the economic downturn, many brands are taking a good chunk of their traditional marketing spend and allocating it to social media engagement. Not to mention that there is still a huge learning and adoption curve for social media on the corporate front. The best is far from being over and we haven't even reached the peak yet.

What do you think is the biggest misconception that companies have about using social media tools?

That legal "won't let them" or that people will say negative things about their brands. Newsflash: people in your market are already saying both good and bad things about brands. Why stick your head in the sand, when you can find out what's being said, address it and develop relationships?

As for legal? Their job is to protect the firms they're hired to protect. It's our jobs as consultants, social media evangelists, marketers and PR professionals to present a plan that mitigates risk while still being open, honest and direct. If you're not doing your job, don't dare blame it all on legal.

There’s a growing emphasis on establishing the right metrics to measure social media programs. What’s hard about correctly tracking and measuring the effectiveness of social media efforts?

Because when [companies] started their social media initiative(s), they didn't determine what the end goal was and as a result they don't know which metric to measure to keep tabs on that goal. It’s really that simple. There are HUNDREDS of KPIs you can track, but if you don't know what you should be tracking and how that indicator relates to your goal… you might as well go watch Project Runway.

This is why it's so important for brands to get help implementing social media. If I've seen it once, I've seen it a hundred times. It's seemingly minor things, like selecting the appropriate metric(s), that can cripple otherwise healthy social media programs.

Is blogging a good fit for every company?

Blogs do seem to get the most attention, but that's because everyone can type. You see, people mistakenly think they have to be some uber-orator in order to have a successful podcast. Or, with a video blog, they think they have to be the next Ed Bradley or Barbara Walters. And, even with online communities, they feel it's a lot to manage, but a blog…? Heck, anyone can type. That's the thought process.

No, blogs are not a good fit for every company. This is reason #3,923 that brands need to consult with social media experts. Different social media tools produce different results. For example, if you know your audience is on-the-go, you might want to consider a podcast because audio offers a different means of portability than text.

Companies can tell they should start blogging when they feel that they want something more from their marketing than demis and data. Many people get older and they think, "There has to be more than this," and they go on a search for their passion in the Burmese mountainside.

Companies get the same fire in their breastbones. They think - and correctly so - there has to be more than numbers and email addresses. They start thinking about how to start a movement in their industry. They start thinking bigger about their brands. THOSE are the companies that are ripe for engaging in social media -- blogging or otherwise. It starts as a yearning to be part of the big picture.

Your session at the upcoming B2B Forum will be a Lab format where you'll critique the social media efforts of three brave companies willing to go under the microscope. What advantages does the lab setting offer to the audience?

True to form, it's more interactive...dare I say more social. My delivery style as speaker isn't bent toward "talking head" so the more I can get attendees involved the better. Also, I believe people learn more from seeing work in action. We can talk about theory until our heads explode, but ultimately the rubber has to meet the road and I'm all about knowledge transfer when I'm at the front of the room.

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Hear more from Lena when she leads the Social Media Hot Seat Lab at the MarketingProfs B2B Forum, "Driving Sales: What's New+What Works.." See the full program or register here.