What are the limits of Facebook for B2B marketing?

Filed under: Business

> Make your page takes a lot to live for some time
Whatever the social network used, it is preferable to make updates daily. Of course, if you unite your team know you can count on your employees to become “fans”, and encourage them to post content on your Facebook page … but that takes time. Even with the tools that interconnect your various social media, it is remains that the animation work to update and therefore is, and should not be underestimated.

Starting on networks such as Facebook application to organize otherwise: you need to hire a community manager? In all cases, you will be forced to reorganize the working time of your employees. Like it or not, if we really want to have a ROI with social media, we must invest and review its organization. It must also unlearn the traditional communication push unilateral: Insert press my brand, my presence on the show, my message to corporate, etc. …

But I do not think that companies are fully operative in B2B mature for a major upheaval as their external communication, and to tolerate the human capital necessary for a good strategy “Web 2.0″ …

> ROI blur even exist in B2B and an inability to generate new business
The ROI of social media is difficult to measure. These tools are destined mainly to reach an audience well in advance of their buying process, and we should not expect to see a surge countless prospects! So we must accept that the ROI is not necessarily a direct appointment, and that investing in social media should be considered in the long term.

So I think that Facebook is not a “lead generator” I’m even pretty sure … must consider Facebook as a way to make an image, to assert a position, and humanize a company (that better a blog, or a sheet viadeo) it seem to the corporate values, ethics and thus make the difference.

But it is to accept that it is not yet commonplace for professionals to contact their next supplier via Facebook …
> Facebook is useless if you are highly specialized
That is my personal opinion … So you can be a very specialized topic “B2C, but B2B, it is clear that the hearing is not the RDV.

If you place a highly specialized niche, such as rubber O-ring for nuclear power plants it is true that the chance for you to create a community worthy of that name on Facebook is almost zero. Ditto if you’re “subcontractor” and that your vocation is to work with one, two or three major customers. Facebook will be useless.

> Facebook and the “critical mass” of adherents
A fan page with no fan of no use.
In my opinion, Facebook started to become interesting for the B2B marketer since:

the market niche is large enough,
that the customer is fragmented geographically (physical contact less often)
that the size of the “community” to lead a meaningful
But a distinguishing feature of the majority of B2B companies, it is just a limited potential customers. Moreover, we note that compared to some Facebook groups “B2C, B2B brands have relatively few followers: when we see that Sodexo has only 2000 fans, it is reasonable to wonder if his small company will succeed in reaching the threshold of 50 followers!

Not to mention that only 20% of fans will be behind 80% of contributions:

if you have 50 clients,
only 25 have become followers,
This means that you create a fan page for 5 clients that will be active (at least initially)!
It weighs not very heavy …

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