Since its launch in 2004, Facebook has rocketed to the top of the social media sphere, connecting the world in new and exciting ways. What started out as a platform to share status updates and links has expanded into a global network for not only written content, but for photos, audio and video, as well.
But, is your B2B company taking advantage of Facebook as the multi-media social networking channel it has become? Video, in particular, can further connect your company to its customers by putting a human (and shareable) face to your organization. How can you use Facebook to make the most of that potent combination? Here are three suggestions:
The landing page video
One of the most important tools you can utilize on a company Facebook page is the Landing or “Welcome” page. This is where you convince the curious into becoming fans. For an example of a stellar “welcoming” video, take a look at Symantec’s Facebook page. The video there is a stirring call to action, describing in detail why you need Symantec to solve your information management needs.
Though this video doesn’t feature actors or characters, it is exceedingly well designed with striking visuals, music and statistics that pull the audience in. It entices visitors to want to learn more. How can Symantec’s services help your company? The Symantec landing page video answers that question in a compelling way, practically begging Facebook users to hit “Like.”
That’s effective engagement.
The company culture video
Rapid7 wants to be recognized for its company culture, one that’s far removed from the stiff persona typically associated with many corporations.
So, on its Facebook page, Rapid7 offers not only practical tips about security software, but also glimpses “behind the curtain” of the company itself. (You can see footage of traffic at its 2011 RSA Conference booth, company parties, etc.). By using video to showcase different aspects of its company culture, Rapid 7 connects with Facebook users in a unique and genuine way. These videos put a human face on a company that otherwise might fall into the category of just another IT group.
The how-to video
Shifting gears from the workday to after-hours, I also suggest you take a look at the Facebook page of Guinness, where the company offers several videos “starring” its product. Perhaps the best is “The Perfect Pour,” which takes an ordinary task like pouring and turns it into a full-blown brand experience.
With Guinness brewmaster Fergal Murray in the role of the company spokesman, the “The Perfect Pour” video captures the Guinness allure with the Irish brogue, the settling of the Guinness in the glass, etc. Once again, the company is using Facebook to offer information and make a personal connection with customers.
As these examples illustrate, Facebook videos can welcome visitors, highlight a fun and exciting company culture, and provide how-to advice in a way that shares the allure and experience of a product/service. Combine this kind of visual appeal with the social networking power of Facebook, and you’ll nurture relationships with brand advocates and engage new customers, as well.
In this post, I’ve outlined the types of video that provide rich engagement opportunities, but there’s a second component to success: optimization. Next week, we’ll explore techniques and tools you can use to further enhance and grow Facebook video engagement. Stay tuned!