Question

Topic: Social Media

Reasons For Facebook

Posted by scarpenter on 5/3/2017 at 12:46 PM ET 125 Points
So the business I work for does not have a Facebook page. Since being here (2 years ago in April), I have tried every reason in the book to convince them to create one. They refuse, some previous marketing person made them believe that it would open them to lawsuits and a potential PR nightmare. They are an Architecture and Engineering firm who has been in business for almost 48 years who is well-known and well-established in the area and the fields they represent. The only thing they are missing is a personal component. Their clients on an individual level are unable to have a feel good moment with an AE firm who they will let into their schools, their hospitals, etc. They need to be able to research us and find more than the technical info on our website. They need to see happy clients, hear happy stories, and the only way is to be in a social environment where we can do that. Now it doesn't have to be Facebook, it could be Instagram or Twitter (they won't do those either). Am I right in thinking this? And if I am, how do I convince them that it's time to get over their fears and put something out there?
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RESPONSES

  • Posted on 5/3/2017 at 2:04 PM Moderator
    It is hard to make a solid case for social media in a professional services firm like yours. The target audience for your firm's service is a very small niche, and the absolute number of people who will ever consider hiring an AE firm is even smaller. (And you will never be able to measure effectiveness/ROI.)

    My suggestion would be to let your website communicate the image you want first. Expand and reorient the site to put the end-benefit for your clients first, not the technical information. (I don't think I saw a single image of a happy client -- or any human being -- anywhere on your website, except for mug shots of the 18 principals and associates!)

    Once you've done that well, and once the principals get comfortable with this approach, you can reconsider a social media presence.
  • Posted by Gary Bloomer on 5/3/2017 at 9:24 PM Member
    "Their clients on an individual level are unable to have a feel good moment with an AE firm who they will let into their schools, their hospitals, etc."

    So what?

    "They need to be able to research us and find more than the technical info on our website."

    Then create more appealing content FOR the website and use e-mail and PPC ads to drive traffic to that content.

    "They need to see happy clients, hear happy stories, and the only way is to be in a social environment where we can do that."

    This can all be done via the website, via video, and via connected content.

    If clients need to research this company, direct them to the company website.

    "Now it doesn't have to be Facebook, it could be Instagram or Twitter (they won't do those either).
    Am I right in thinking this?"

    No, you're not.

    Forget all thoughts of convincing anyone to do anything.

    Try persuasion.

    By trying to convince these people you are acting counter to their gut instincts. So they resist. And I don't blame them. To present the idea of client growth, show the company people ways in which social media has helped similar companies.

    And if after that they are still not interested, let it go.



  • Posted by Jay Hamilton-Roth on 5/4/2017 at 1:02 AM Member
    Focus on Houzz.com, not Facebook.com for your business.
  • Posted by robhoward on 5/4/2017 at 10:30 AM Accepted
    It sounds like you are a B2B vs a B2C. If you are selling/marketing to consumers, Facebook is a great tool. If you are B2B, it's not so useful.

    My recommendation would actually be starting your own customer community where you can share best practices in your industry. It's a lot more work but can create a very captive audience.
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