One of Facebook’s popular features is the ability to create a “group,” typically to promote a product or service, a cause, or hobby. For businesses, potential and current customers join the group (either by invite or word of mouth), opening up a floodgate of offers, events, and updates. It is the ultimate opt-in experience. But the results for business group owners are often different depending on whether you are a Business-to-Consumer (B2C) company, or a Business-to-Business (B2B) company.
For B2C companies, the group experience can be a gold mine. Facebook is littered with examples of B2C companies utilizing the platform to enhance the customer experience. Bed Bath and Beyond boasts 300,000 active followers engaging the brand, yearning for those over-sized coupons. If you’re a B2C business, Facebook has proven to be a powerful tool for you to capture new clients and engage your current ones.
For the B2B businesses across the country, the mantra seems to be, “Nothing says modern like a matching Facebook Group to go with our business page, lets jump on it.” Unfortunately, B2B businesses generally do not sell compelling enough services to a large enough group of people to generate significant Facebook traction. More importantly, they are selling to other businesses, not consumers – a major point of differentiation.
Other than friends, family and employees, few are going to join your Facebook group dedicated towards “Electronic Widgets for Government Enterprises” or “Accounting Software for Warehouses.” Several established powerhouses, like IBM, have already shut down their Groups noting the lack luster ROI.
So, if you’re a B2B business, Facebook Groups are not where your media and marketing efforts should be focused. Best to simply invest in an impactful website and branded social media presence – and we can help you with both!