The first step to a B2B social media plan is setting overall marketing goals, John Lee writes in the first of a series analyzing successful B2B social campaigns. Don't retrofit an idea to suit social but let it flow organically from the concept. Remember to "think human" even in B2B social marketing. "How would an everyday user read your post and react? Keep it simple, keep it fun, and keep it clear -- those three things alone can be a powerful combination," Lee writes.