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Quitting Facebook and B2B Marketing

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Brad Feld has an excellent post up about why he is deleting his Facebook account.  Based on his logic, he’s right.  There is no reason for him to have a Facebook account.  He used it for “broadcast only” purposes.  If it’s a one way platform it’s not very useful for you and actually is a pain in the ass.

I am not going to define Brad’s target market for him but I suspect he blogs for a few reasons.  First, for himself.  Second to engage with potential target companies, target LPs, target partners, target customers for the companies they invest in.  Third, he is very active in educating the community on topics related to startups and he has done a very good job of doing it.  Does he need Facebook for that with the plethora of social media outlets? No.  The opportunity cost for him given the demands on his time have to be outsize.

I think this is very instructive for startups.

Social media is free but it has a cost.  The cost is the time to engage with it and the cost of consistently filling the medium with engaging content your target market will want to see.

President Trump uses Twitter to great advantage.  He talks right past the news outlets that are against him and his target market gets to hear unfiltered what he wants them to hear.  You never hear about Trump’s Facebook account or LinkedIn account or YouTube.  Twitter is where it’s at for him.

I have seen posts where marketers encourage B2B companies to be on Facebook and other social media platforms.  I find that for some, it’s a total waste of time.  I had a friend who worked in the higher echelons of General Electric and we had a conversation about this.  GE was and is on every social media platform there is.  Is anyone going to buy an X-Ray machine or rocket engine because of GE’s presence on Snapchat or Facebook?  Highly doubt it yet, they spend resources there.

I think it is possible to engage customers on social media for B2B platforms.  But, you have to be really careful and quantify all the costs.  My daughter worked with a client that marketed body parts.   They have a pretty active social media platform on YouTube because their target market wants to see how to work with the stuff they sell.  If you are a startup, you need to first figure out where your target market is going to live on social media and what they want to accomplish by being there.  It’s also important to remember that email is the original social media.  Don’t discount the use of it.

There is no cut and paste one size fits all approach to this.  Each company is unique and has to craft it’s own strategy.  It takes time, and it cannot be a shotgun approach.  I also think it might pay to talk to companies that have been successful and unsuccessful using social media, but I wouldn’t pay for a consultant to come up with a strategy for your company.  Social media works best when it’s real and it comes from the soul of the company.

For a great look at some B2C social media, check out what Simple Mills is doing.  They speak from the heart and social media really shows what their brand is about.


Source: http://pointsandfigures.com/2018/08/17/quitting-facebook-and-b2b-marketing/


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