Consumers Green-Light Branding on Social Networks but Does it Translate in the B2B Technology Space?

November 13, 2009 | Posted by: Jayson Schkloven

I recently read a Marketing Profs article about new study from Performics and ROI Research which indicates that social network users are overcoming their reluctance to companies promoting branding and marketing messages through social networking platforms. Consumers still expect organizations to speak to them differently through social networks.  A certain level of candidness is expected of brands that decide to engage social network users on their own turf. 

According to the survey, when done right, 27% of social network users are receptive to offers, event invitations and promotions communicated through social networks like Facebook or Twitter. This seems obvious for consumers, but what about enterprise technology providers? Would the director of information technology for a mid-sized manufacturer be as open to a special offer on software license renewal or network routers as they might be for paper towels or peanut butter? Would a VP of operations attend a vendor-sponsored special event co-located at a major trade show if they received the invitation through Facebook? This is an important point for our clients to consider as they begin to invest in Facebook fan sites and Twitter accounts. Are marketing initiatives launched through these properties as effective, or perhaps more so, than a direct mail or email marketing campaign. In my opinion, absolutely YES! If a customer has taken the step to become a “fan” of your company on Facebook or to follow your Tweets on Twitter, they have opened the door for you to communicate and market to them through these channels. However, just as with consumer brands, a certain level of openness and exclusivity is expected and only the most valuable content and offers should be communicated through these channels. It’s too easy to “un-fan” a company or ignore ones Tweets and once that happens they are likely never to return.