There seems to be a perception that Facebook may be good for big B2C brands, but not of much use to B2B marketers, especially those in the services industry. As a recent article in the Social Media Examiner aptly put it, in the context of a legendary mission to the moon:
“The story of Apollo 13 astronauts trying desperately to get back to Earth after a failed mission has a lesson for B2B marketers. Astronauts used the moon’s gravitational pull to slingshot them so they had enough power left to get back to Earth.
“B2B marketers: Facebook is your moon.
“In the 2012 Social Media Marketing Industry Report, B2B marketers reported that they were far more likely to increase their use of LinkedIn and blogging than Facebook in the coming year.
“But while Facebook may not be your final destination for marketing to B2B customers, it has incredible gravitational pull. Savvy marketers, like the astronauts aboard the Apollo 13 mission, can leverage that pull to take them where they want to go.”
The article proceeds to detail the fascinating story of how some executive firms went about using Facebook to build a brand “in a crowded field in an industry that frankly isn’t very sexy”. Click here to read the full article