Do’s and Don’ts for B2B Companies on Facebook

facebook_like_button_blue-625x1000Facebook is nearing its 10th anniversary and has, if you believe the hype from the upper echelons of the company, brought our global civilization ever so closer to universal peace, human rights nirvana and the total eradication of hunger and want.

Even if you don't share the company's  belief in the inherent, liberating benefits to humanity of Facebook, it's hard to deny the power of the social network to expand the reach of brands to new audiences. And when we say brands, we don't mean just B2C brands.

Communications professionals at B2B companies, in particular, continue to be grilled by senior leaders on the value of Facebook to the bottom line. Charles Territo, senior VP of public affairs and marketing communications for business-to-government and business-to-business company American Traffic Solutions, is one such communicator who has succeeded at making the internal case for Facebook engagement, and helped ATS surpass the 36,000 Facebook likes threshold.

Territo shares some do's and don't for B2B and B2G companies, via Facebook:

What has worked for American Traffic Solutions on Facebook

  • Sharing videos and photos (ATS' #1 engagement tactic)
  • Facebook ads
  • Finite Facebook campaigns
  • Promoted posts
  • Highlighting nonprofit partners
  • Integrating other social media platforms such as Twitter and YouTube
  • Day-to-day management of negative comments

What hasn't worked for ATS on Facebook

  • Content heavy pages
  • Deleting negative comments
  • Overloading the page with posts and clogging fans' news feeds

If you want to see how it's done in real time, check out ATS' Facebook page.

To get more best practices in Facebook engagement, register for PR News' Nov. 14 webinar "How to Leverage Facebook for PR Success."

Follow Steve Goldstein: @SGoldsteinAI

Comments Off


About Steve Goldstein

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.