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What does an advertising account planner do?

Why would Facebook not introduce B2B advertising targeted to business accounts and allow the same (or similar) interaction and connection functions available with a personal account?

  • If you create a strictly business account on Facebook to post a fan page that is not tied to a personal user account many of the features and connection/interaction options are disabled and unavailable to you from that account. Simple things like searches and groups and interacting with other fan pages are disabled. One rational for this is that Facebook cant make advertising dollars off businesses so they try to force users to create personal accounts that can be targeted by demographic profiling for the purpose of advertising to them. Would B2B advertising not be similarly effective and allow greater usability?

  • Answer:

    As a B2B Website, we've used Facebook Ads to target professionals at major magazine and newspaper companies, but we haven't seen the kind of performance that would make it a key focus. There are several reasons for this: 1. Noise factor: Facebook has a ton of noise on the page. B2B ads would be competing with gaming, social activism, and highly behaviorally targeted ads. It's tough to cut through all of that noise and get good performance. 2. Ad system: Managing campaigns in Facebook is a nightmare. Testing is extremely onerous, and optimizing is much harder than on other systems. Adding company names to the targeting system is tedious, to say the least. 3.  User mentality: As a team of individuals that follow social media as part of our jobs, our Facebook presence is both personal and professional. However, many people don't want to the two co-mingled. On the flip side, we're starting to see some real benchmarking data that shows real promise in Facebook ads: http://emediavitals.com/content/price-facebook-fan LinkedIn, however, is a business environment with more robust data collection, from a B2B standpoint. You might consider looking into their ad system instead.

Prescott Shibles at Quora Visit the source

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I think if Facebook saw some decent potential, that businesses would want to advertise to other businesses on Facebook, you'd see this happening already. As a B2B marketer, I really can't see focusing on Facebook as an advertising opportunity to promote our services to other businesses. Facebook, largely, is still a personal networking site, and the businesses that are successfully using Facebook as an advertising vehicle tend to be B2C's, because that's where consumers are hanging out. I guess my question to you would be, what is it about Facebook that gives you a great need to advertise there? There are other social networks that are so much better for B2B's. LinkedIn is great for B2B advertising. Twitter is a tremendous tool for growing your base of awareness and communicating with people in your industry. And don't forget blogging and YouTube.

Jason Martin

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