Twitter Facebook LinkedIn Flipboard 0 B2B technology companies aren’t on Facebook because they want to be, they are because they have to be. Because their competitors are. All it took was for one competitor to step up onto Facebook and there’s no denying that others had to follow. So, begrudgingly you can search for B2B technology companies broadcasting messages from data science to cloud computing, and there they are. But, with Facebook’s recent Timeline update, that’s all about to change. Not only will B2B content marketers struggle to better understand how to provide value on Facebook, they will need to do so within Facebook’s new playground. Facebook did the unthinkable. It all but turned off the engagement for brands, unless, well, the brands can create engagement among their fans. And, that doesn’t mean asking for it, or the brands will be penalized and show up less on their fans’ timelines. The brands need to essentially stir up the collective pot to get their communities talking to one another. Here are some ideas for B2B technology brands to up engagement and their exposure on Facebook. Get Controversial No, overnight you’re not going to become Marc Benioff and profoundly announce the end of software. That’s not you. What you can do is post opposing views to your disruptive model, essentially challenging legacy developers to take a stand against your position. If you’re promoting backing up in the cloud, find analysts or pundits who take opposing positions and speak to the future of your offering. If you’re touting the importance of streaming analytics, find articles on batch data processing, and ask questions about the long-term viability of a system that takes so long to process data. That will get the pot stirring. The idea is to get people talking, even arguing their position. See First Encourage your fans to click “Following,” then “See First” on your Facebook Page so that they will get immediately notified when you post new content. It’s not against the rules to ask them to see you first, you just can’t ask them to Like or Comment on your posts. Facebook will penalize you for that too. Get an image onto your Facebook Page to show them where those buttons exist and briefly thank them for Liking your brand on Facebook and how to See First. Then post – probably once per day – more than that will most likely not be viewable by your fans – and make sure that that content is of high value to them (ie. Your latest blog post…) Facebook is also discouraging links to videos outside of Facebook, so if you’re going to post video on Facebook, upload it to Facebook. But again, assume Facebook’s algorithms are watching your videos, so don’t ask for Likes or Comments, just make your videos engaging and want to be talked about on Facebook. Advertise Set an advertising budget per month and stick to it. I imagine advertising is going to start getting really expensive on Facebook since demand will rise, but it’s worth it. Think about the targeting. Are you marketing to VMware experts? They’re all there. They have #vExpert communities on Facebook. You can advertise to them directly on Facebook. Take advantage. Increase Employee Advocacy with Comments and Oktopost While Facebook will penalize you for asking your fans to Like or Comment on your posts, they won’t push your brand away from the Timeline – as far as we know now – if your employees comment on your Facebook posts. And, I’m not talking about writing “Great!” or “Love this post!” The comments need to be conversational, relevant to the post, and long-form (ie. 2-3 sentences). Subscribe to a solution like Oktopost to get your employees socializing your posts on their personal social accounts too. Facebook Live If you really want to make a difference for your brand on Facebook, go live. Take an iPhone into a conference, line up an interviewer who’s on your staff, draft a bunch of relevant questions, and ask away, in real-time, in your booth. Nothing will generate more engagement. It may take some time for your audience on Facebook to get used to your Facebook live videos, but if you’re strategic and only shoot video when you’re at conferences that you know your audience will consume, it’s gold Jerry, gold. In conclusion, don’t give up on Facebook just because you’re a B2B technology marketer. Get real. Twitter Tweet Facebook Share Email This article was written for Business 2 Community by Connor Brooke.Learn how to publish your content on B2C Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022