Petra Neiger, senior manager-social media marketing, Cisco Systems

“I have my own social media site, which I browse early in the morning. I also tap into analysts out there to see what they are thinking about social. I talk to a lot of vendors to get a sense of what trends they are seeing and what they are working on. Even though we're in the b2b segment, we are looking at what other people, such as consumer companies, are doing with social media to see if there is something we can learn from them.”

Cindy Kim, director-marketing and social media, JDA Software

“I keep up on Twitter and Facebook. It's not about having a lot of followers, but following the right people. They are all experts [in social media]. I just go to those feeds and search, and I find everything I need. I flag research papers and best practices and share daily tweets with my marketing team.”

Delphine Remy-Boutang, worldwide digital and social media manager, IBM Software

“I read about social media trends and share best practices within IBM. We have conference calls, training sessions, workshops, face-to-face meetings and webcasts to coordinate our social media efforts. For example, if we have a successful Spanish campaign, we will share that with our Latin American team.”