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Facebook Fan Engagement: What's Working for B2B Marketers?

Justin Liszanckie

Justin Liszanckie

April 16, 2013

4 thoughts on “Facebook Fan Engagement: What's Working for B2B Marketers?”

  1. Thoughtful post Justin. Your time observing interactions was clearly well spent. I do a lot more for clients with Twitter than facebook, and have observed on that channel as well that the most clicked on, commented on and shared tweets are usually those that are not promotional, or not about the company at all. I find that the hardest thing to do though is to convince clients that it’s truly not in their best interest to talk about themselves all the time.

    In my experience, it usually boils down to one of two issues–the first is insecurity, or fear, that if they don’t talk about themselves all the time their message won’t get out. They may also fear that if they aren’t promotional, they won’t be doing their job as marketers, not really realizing that the rules of engagement have changed.

    The second is that although they may realize the rules of engagement have changed, they really don’t know how to play nice in this new world. They don’t know what else to talk about besides themselves.

    What I really like about your post is that you provide clear evidence that being self-promotional all the time doesn’t work, but you also give concrete suggestions about what does work. I find that is what companies really need to make the transition from push to engagement.

    1. So true Lynn. It requires companies to relinquish of their perceived control and have faith. I usually tell them that they never had control in the first place because the consumer always make the purchase decisions, so they really aren’t losing anything, only gaining trust.

  2. Thanks for the great post. Related is the general idea of giving more than asking. If the company GIVES (ideas, inspiration, recognition, info, prizes, etc) a lot then users don’t mind the occasional ASK (for help, feedback, purchase, deal, forward, like, etc & usually better to be subtle). Ratio of give:ask can be 5+:1 or 4:1 but at least make it more than 2:1. Give them reasons to trust you before asking for something.

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