Although the financial community is abuzz with talk of Facebook’s massive IPO, far too many B2B organizations haven’t even included the social network in their communications programs.
Some of the social media giant’s early adopters, including Fortune magazine technology reporter and self-admitted “addict” JP Mangalindan, are now admitting to “Facebook fatigue.” Critics are pointing to a rash of unpopular site updates and new features that have pushed some Facebook users beyond comfortable boundaries of privacy. Other dropouts have called it quits simply because they are unable to manage the deluge of content coming their way from the network they have worked so hard to build.
What gives? If Facebook’s nearly 850 million active monthly users might be starting to get restless, what does that mean for B2B brands that have jumped into the social game later than most?
An audience that seeks to wrest back control over content could represent a golden opportunity for B2B companies that take the leap now.
It might sound like a throwback to the days of Web 2.0, but Facebook champions point to the promise of the “long tail” strategy that is now being realized for an ever-growing number of enterprise-facing businesses. The long tail advantage of Facebook is that it offers B2B companies the means to create demand and cultivate leads for their specialized goods and services among well-defined audiences within the social network’s vast online population.
The social network also lets B2B organizations create robust calls to action beyond clicking the “like” button. SteelMaster Buildings, a provider of prefabricated buildings and shelters, offers free product guides, forms for price quotes and registrations for special deals on its Facebook page, which boasts more than 12,800 fans. In a more direct interaction, Cisco’s community outreach on Facebook includes a group of member ambassadors and Cisco moderators who actively listen to and spread knowledge among its 250,000 fans.
With the introduction of Facebook’s new feature, Timeline for brands (extensively covered in the 3/5/2012 issue of PR News), B2B communicators can achieve more engagement with stakeholders than ever before.
We reached out to business communicators about their B2B organization’s specific uses of Facebook as a brand reputation tool and audience engagement platform. Their insights cover a range of ways the social network has become an effective channel within a holistic communications strategy.
MELONIE HINDAHL
Marketing Communications Specialist, Ecolab Inc.
Social media engagement is increasingly earning its deserved respect within many B2B organizations today. Facebook has become a major component of B2B social media strategies and can convey information in a more personable manner than traditional corporate communication tactics.
As a global leader in water, hygiene and energy technologies and services, Ecolab uses Facebook to promote our product, service and sustainability messages.
Our business units are beginning to gain an understanding of the value social media engagement provides, and increasingly include it in their marketing communication strategies. With the adoption of social media continuing to increase, Facebook fatigue hasn’t occurred within our organization.
Ecolab recently merged with Nalco, a global leader in industrial water, energy and air applications, and used Facebook to tell our “one company” story.
Our goal was to highlight the benefits of the merger to our customers, employees and other stakeholders around the world.
We also successfully used Facebook to drive visibility in our Why Clean Matters campaign, a coast-to-coast tour to raise awareness of restaurant cleanliness. Posting Ecolab information and links to the campaign Web site enabled us to highlight major stops on the tour.
Traffic to whycleanmatters.com continues to spike each time we use Facebook to promote a video from this campaign.
JUDY DERANGO WICKS, APR, VP, Communications, Fiserv
At Fiserv, a provider of financial technology, we have extended our B2B brand to Facebook because this is consistent with our role as an innovator. We thus demonstrate that we understand online behavior as we offer online banking, bill pay, mobile access and P2P payments to banks and credit unions.
However, we only include messages of interest across audiences. And we would caution not to expect high numbers of enthusiastic client posts, as even the largest B2B brands have found engagement pales in comparison with consumer brands.
Among examples, we reach our Facebook followers by “broadcasting” from events, with the most entertaining speaker video snippets. We also post research findings about online behavior, including our ongoing consumer education campaign to fight fraud. This year’s Javelin Identity Fraud study, which we sponsor, indicates that those who have public profiles and share personal data such as birth dates had higher incidence of fraud —this is content of interest to both bankers and consumers on Facebook.
When a founder of Fiserv passed away, Facebook gave us an appropriate outlet to communicate his passing, highlight his contributions and then step back to allow those who knew him to share memories.
Since Facebook is a community, it has become an appropriate place to share the joys and sorrows of life, including business life.
HILLARY PRICE
Public Affairs Associate, Growth Energy
Social media has revolutionized the way Americans get their news, and Facebook provides a unique opportunity for Growth Energy to market ethanol directly to consumers. Our goal is to provide up-to-date, accurate information for retailers and consumers.
At a time when so much misinformation is swirling around, that direct connection with Facebook users is incredibly valuable.
Through Facebook we let consumers know what ethanol blends they can use in their cars, and help them find locations that offer those blends. When a filling station decides to add a Flex Fuel pump or host an open house or grand opening, we will broadcast that information to our followers and encourage them to share it with their friends. The Facebook promotions and advertising increase retailer’s profits and store traffic from 5% to 15%.
We also use Facebook to communicate with retailers. By posting information for retailers and starting conversations about new programs and promotions available through Growth Energy, we can reach a much greater and more diverse audience.
In addition, we assist retailers with Facebook by creating pages for them. This allows the consumers in the area to become aware of promotions, grand openings or new ethanol blends. PRN
[Editor’s Note: Learn everything you need to know about the latest Facebook features at our Facebook Timeline for Brands webinar on March 20.]
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CONTACT:
B2B Communications is written by Mary C. Buhay, VP at Gibbs & Soell Public Relations. She can be reached at [email protected].
Follow Mary Buhay: @arcanexplained