Facebook was traditionally the social media channel for friends and family. Not for B2B marketing activities. But at the moment we see people starting to shift from ‘traditional’ search like Google to a more relationship based type of gathering information like Facebook and other social channels.
The Problem
There are two major reasons for this. The information overload in the traditional search engines (what to do with hundreds of thousands of hits?) and the fact people mostly trust peers when it comes to information.
Research has shown that people can handle only a limited number of choices. If you are buying a camera for example, you are well able to choose from 10 to 20 models. But as soon as you have to choose from a much bigger number of models and suppliers, there is a big change you will not be able to make a choice at all.
The Future
I like this expression: the future ain’t what is used to be. And therefore I think there is absolutely nobody who can tell you what the world will look like in five years or so. We are just not able to imagine. So you better not rule out anything until you are absolutely sure about what is really hot and what is not.
There are still people that question the use of Facebook for B2B marketing. My advise to them is to go ahead and start using it now.
It may well be Facebook (or other social channels) is not giving you the results you want right a way. But the advantage will at least be the fact that your social media activities improve your organic search results. And at the same time you can make sure you are present when Facebook really starts taking off.
Because I think we are now only at the beginning of a completely new world. The future really ain’t what is used to be.
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