I’ll be upfront: I really think that Social Media is a FAIL waiting to happen for any industrial B2B marketer who tries when it just doesn’t make sense.
Case in point is this email I received this morning, looking for Facebook ‘likes’:
The thing is, this marketing campaign itself isn’t well executed. Not horrible, but it gives me no confidence that their Facebook group is going to be active and interesting enough to ‘like’.
Well, I went ahead and clicked and ‘liked’ just to see what they were doing.
Bad news: I was Fan number 107. Looks like their page has been up for less than a month. (An hour after getting their email, the number has jumped to 109.)
Good news: The fan page ‘wall’ has been preloaded with active content from the last couple shows they supported. Even if most of the users are shills (other employees or family members), the activity may be of interest to folks going to shows frequently.
More likely, I think such a fan page may end up being of most interest to the employees of their company, and the folks that run trade-shows, who have a lot to chatter about at each event.
That said, this still begs the question: Why email people you don’t do business with? Why the charity hook? What is the real benefit to the fans? And is it all worth it to market to 109 people (minus the shills)?