Brand Blog

The debate over whether Facebook is an appropriate environment for b-to-b marketers has been largely settled. With 2000 new people each week joining the IEEE (Institute for Electrical/Electronic Engineers) Facebook page (now totaling 106,000), many technology and business-related organizations are finding that Facebook serves as an ideal platform for building connections and minimizing the space between customers and companies. We saw this recently with one client, which promoted its popular tutorial handbook via the relatively new medium of Facebook advertising. Handbooks have long been the “home run” in lead generation in traditional and other web venues; will they have the same draw in a social media environment? The answer for us was immediate and definitive, with 100 handbook requests generated within two weeks after the ad’s launch.