Facebook has an expansive set of online marketing tools for any company, and while B2B marketers use it less than B2C marketers, the social networking site offers strong communication channels for B2B client bases.
A recent survey by ecommerce solutions company 8thBridge showed that 70 percent of people surveyed would rather hear about new products or services through a Facebook friend than from the company. While companies can have a presence, it is their loyal following that will build their brand. In addition, the survey reported that Facebook upstream traffic is at 2.46 percent, which is higher than Pinterest and Twitter.
Social Media Examiner says that B2B marketers are taking several measures to make sure their Facebook efforts are paying off. Understanding that Facebook "likes" are only the start to building a strong following, marketers provide interesting and fun content and interaction, use ads and seek out contact information for visitors.
Some companies have increased their Facebook following by linking to their page from their blog and securing contact email addresses for lead nurturing. Others have a more integrated approach, cross-promoting between social media channels or offering exclusive services to loyal fans online.