OK, so maybe us B2B marketers do feel the frustration of coming second to marketers that are targeting individual consumers. The majority of marketing research that is out there seems no doubt written from a B2C angle.

Its been over a year now since Brian Solis introduced the conversation prism and social media research for B2B markets is still lagging behind. So what I hear you say? Maybe instead of licking our wounds we should do something about it. I say we should just jump in and be creative – lets give them something to talk about!

And where better to start than with Facebook. In October 2009, Hitwise found that Facebook is completely dominating the UK social networking scene. Facebook has more than 300 million active users with more than 10 million of these becoming page fans every single day. Hitwise is a very useful tool as it shows regularly updated social networking statistics.

Getting Started

Joining is relatively easy as Facebook have a step by step guide for advertisers. When an organisation joins Facebook they cannot create a profile like they can with an individual account (this is against Facebook policy and could risk losing all your data). An organisation wishing to market itself creates a page which people can then become fans of. This is because a page has certain restrictions e.g.

“business accounts cannot be found in search and cannot send or receive friend requests”

− Facebook Policy

I know – ouch! So, how exactly can you drive traffic to your Facebook page:

Golden Rule 1: Integrate your Facebook page with the rest of your marketing activity. For example, you might be sending out emails to your current business contacts promoting the company newsletter. At the bottom you can attach a link with a call to action such as ‘Come Join us on Facebook’. You should display such links throughout online and offline media channels such as company websites and print media. When targeting new customers to join your Facebook Page you can add a link onto online advertising campaigns as well.

Golden Rule 2: Provide credible, relevant and free advice because knowledge share in the B2B market is of key importance. So for example, you can send out emails to your business contacts informing them of free white papers or e-books which they can download from your page. Also, constantly sell the benefits of why they should join your Facebook page. Professionals like to engage with their peers to seek answers, learn and give advice. Online discussions are a great way to facilitate communication and you should be selling the fact that if they join your page they will be learning from the best!

Golden Rule 3: Target, target, target. Facebook allows you to create Facebook Ad’s which are purchased on a cost per click model (there is a maximum bid – you set the maximum that you want to pay). This includes a ‘Become a Fan’ link which if clicked will show up in the users profile page which creates a wider distribution.

Now that you have got your customers on to your page you only have one golden rule left:

ENGAGE, ENGAGE, ENGAGE

To do this you must be creative, think outside of the box. Instead of looking online and researching what other companies are doing do this. Take a blank sheet, get everyone round a table and brainstorm all the things you could do on your page such as what could you offer. It is important that you do it yourself – work out what’s best for your business and what works best for your objectives.

Most people believe that social networks are for soft objectives like influence, engagement etc but to be honest what about sales? So set sales as an objective? Then offer a free trial service of a service that you offer and measure how many requests/ downloads you get. Remember, social media is not free. It has to be measured as there is the investment of labour into it which costs – so makes sure it’s worth it!

In 2009, Forrester Research found that 69% of B2B buyers use social media technologies for direct business purposes. So, yes – it is worth jumping in – go on take a dive.