Leverage Partnerships in B2B Social Media Too

It seems that partnerships in social media are an overlooked asset. We often rely in traditional strategies and tactics to partner with our customers for case studies, analysts for white papers and media for events. So why not take this approach to social media? This is in fact what we did at CME Group.

I blogged here two weeks ago about the value of using StockTwits for investor relations. Last week we officially announced via video from out trading floor in Chicago that we are going to work closely with StockTwits to partner in our social media efforts to reach traders. With approximately 100,000 users on its network discussing stocks, futures and forex, this partnership is a great social media match for us.

Initially we are focusing on some basic, traditional sponsorship activities, such as adding a CME Group logo to your Twitter avatar and placing banners within specific product streams. The real value of our partnership though is to connect the exchange with traders in order to further enhance relationships with our customers. In the coming weeks we are planning to work more closely with StockTwits on an event in Chicago with the goal that in person events will be replicated in other cities. Ultimately, our partnership allows us to build credibility with our customers since we are endorsed by a brand they trust — StockTwits. In addition, StockTwits, which is nine months old, can build its credibility through the endorsement by the exchange, a 150-year-old and trusted organization. I hope to report back on the success of our relationship in 2010.

So what about you? What partnerships — big or small –  have you launched? What other B2B partnerships in social media have you noticed?