Why Business Marketers Should See ‘The Social Network’

I caught “The Social Network” the weekend it opened, and yes, I was struck at how well-written it was; and there was some pretty good acting in it.  It was a classic “man-against-man” tragedy with hints at elements of the tales of Greek mythology.  But beyond entertainment, it was difficult to get past the glaring message in it for business marketers—yes, business-to-consumer (B2C) as well as business-to-business (B2B) marketers.

You see, while the platform is currently being used for everything from connecting grandmas in California with grandchildren in Texas, or old friends in Mexico with their friends in London, or major brands with their online fan base, the simple idea of Facebook was born from something much more fundamental.  Birthed from the seed of the spirit of a jilted lover, Facebook was really a way to “score” with the opposite sex on college campuses, whether it was to “score” to one up someone because of jealousy or unrequited love, like the main character’s portrayal of founder Mark Zuckerberg; or, whether it was to literally “score” a date or someone’s affections. This platform was Harvard University’s unofficial relationship play-by-playbook, and from there, it spread from campus to campus as Zuckerberg built his empire. It had its own language, and it was exclusive to college kids.  You needed an “.edu” at the end of your e-mail address to become a member.

The debate over whether and how to monetize between Zuckerberg and his young CFO and eventually Napster’s founder summed it up.  It went like this:  To advertise on it would defeat the purpose and take the cool factor away—read and re-read this part—rendering it “uncool.”

Ask any Gen-Yer that was in college when Facebook first hit what they think of it now, and they’ll say that Facebook has definitely lost its cool factor.  Not just because moms are now scaling their walls, but because businesses are now there—not simply advertising, but in their news streams.

What’s the insight for businesses?  Business on Facebook is retrofitted.  Square peg.  Round hole. Tread cautiously.  People, young and old, primarily utilize Facebook to connect with family and friends.  That is the prime purpose. B2C marketers, your very presence on Facebook is inherently “uncool,” so you need to strive for coolness.  What does that mean? Aim for an organic presence.  Do not over-update or overdo it with your marketing messages.  Be useful.  Be conscious of your brand fans’ world on Facebook, and seamlessly integrate your presence into it.

B2B marketers especially beware.  While a recent study showed Facebook as one of the most popular places for B2B marketers to spread their messages, many are finding that its a tough “nut to crack” for engagement and traffic.  Why?  While your audience may be on Facebook, they may not want to connect with their employers there.  They may not want to be prospected there.  They may be concerned (and probably still confused over the ever-changing privacy features) that exposing their colleagues, bosses, vendors or other professional ties to their personal pages may be unwise.

It’s the new Facebook dilemma.  I counsel my B2B clients not to build in a sales leads and prospecting into their objectives for Facebook, which I admit, saying that to a B2B client could mark the beginning of the end.  Inevitably, the follow up question is, “then WHY be on Facebook at all?”

My answer: “to increase your odds of being found in a web search and general awareness.”

That answer doesn’t sit well with many B2B marketers, but it is a harsh reality.

But don’t take it from me.  Go see the movie…

LMH

Comments

[InvisiMarketing]

Thoughtful and realistic and right on the money.

This tracks with what I'm finding as a B2B marketer. Facebook isn't where people want to connect with bosses, employers, vendors, etc.

However, B2B marketers who pooh-pooh the idea of social networking as SEO are falling behind. The engines have changed their algorithms.

Rankings are gone. Search results are now customized to what the engine knows about the *searcher* even more than the target. Literally, your search results page will contain different hits than mine will, even if we're searching on the same keywords.

Social media = the only way for a marketer or brand to get relevant in that algorithm, because it's hard to spoof/spam an opt in relationship.

Got to see the movie now. :)

- Christie
http://blog.invisiblemarketing.net

[L. Michelle Humphress]

Christie...I agree on all fronts. Thank you for your thoughtful feedback and insights!

[Naturopath Kee]

Michael and I saw the movie last weekend. Loved it! Facebook has done wonders for my business!