The case has been made for Facebook’s value to businesses selling to consumers. But many B2B companies are scratching their heads trying to figure out what Facebook can do for them. Should they invest time and money maintaining a Facebook Fan Page? What will the return be? Where’s the real value?
A simple review of these 7 B2B fan pages tells it all. These examples were taken from an article posted on the HubSpot Inbound Internet Marketing Blog.
Simply click on the image to visit each fan page.
SalesForce has a very strong CTA on its Welcome page. Who doesn’t want to say they “do impossible things as a team?” They also take the opportunity to promote their newest product Chatter. SalesForce has integrated YouTube, Twitter, and Slideshare in order to share a wide variety of content with their fans.
Another excellently executed CTA that tells the visitor exactly what to do. The photos section shows off IdeaPaint in action. Lastly, they include a link to their shop right on the Fan Page, which is great. Now there’s no searching around, once a visitor is convinced that IdeaPaint is a great product, they’ll know right where to go purchase.
If you take a look at Forrester’s wall, you’ll see a consistent stream of posts that come from both Forrester as well as a number of fans. Although their design might not be the most elegant, it is clear they are engaging their audience.
There are a couple features that make SteelMaster Buildings’ page stand out. Request a Quote and Find a Steel Building Near You allow users to interact without having to call someone for a quote, go to their homepage, or go to Google to search for the closest location. The Facebook Fan Page makes doing business with SteelMaster Buildings easy.
On Cisco’s Fan Page you can become a “Cisco SuperFan” just by posting a photo of yourself. Although only Cisco can post to their wall, they consistently post new content, and their posts get a number of comments and “Likes”. They have also integrated their YouTube, Twitter, and Flickr accounts for even more interaction.
As mentioned earlier, people love getting specials and free stuff. Symantec takes advantage of this by offering specials right on their Welcome page. They also include a “Weekly Poll” which encourages audience participation and keeps their fans interested week after week. Lastly, like we’ve seen with most of the examples, Symantec connects its other various social networks to its Facebook Fan Page, so that the Fan Page can act as a hub for all of Symantec’s activities.
Unlike many of the other examples, Neenah Paper doesn’t have a Twitter or YouTube account associated with their Facebook Page, but even without these they do a great job engaging with their audience. The Events section lists all of their upcoming events. This ability to bridge online and offline worlds is critical for any B2B company looking to make its presence online.
As you can see from these examples, a lot of the best practices for B2C Facebook Fan Pages can be applied to B2B businesses as well. Although the sheer number of fans may not be comparable, at the end of the day, it’s about communicating with your audience and sharing valuable information with them. If you have 100 fans or 100,000 fans - giving these fans a reason to visit you should be the number one goal. Do this and they’ll do their part to share the value of your business with the world.
What examples would you add to this list?