B2B Communications: ‘Fatigue’ Aside, Facebook Drives Deep Engagement of Targeted Audiences

Although the financial community is abuzz with talk of Facebook’s massive IPO, far too many B2B organizations haven’t even included the social network in their communications programs. Some of the social media giant’s early adopters, including Fortune magazine technology reporter and self-admitted “addict” JP Mangalindan, are now admitting to “Facebook fatigue.” Critics are pointing to a rash of unpopular site updates and new features that have pushed some Facebook users beyond comfortable boundaries of privacy. Other dropouts have called it quits simply because they are unable to manage the deluge of content coming their way from the network they have worked so hard to build. What gives?

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