Posted by on | No Comments

Facebook Graph API for B2B Marketing

Use the Facebook Graph API to drive B2B social media driven conversions and engagement. Social media is a new frontier for most B2B marketers. The biggest challenge is the difference between marketing to consumers and marketing to companies. Social media marketing is the new media for B2B marketing to engage their customers directly. One large challenge with marketing to companies through social media is their IT policies that can block out social networks. So now you not only have research to find where your customers are engaging and can they view your content. The Facebook Graph API was announced in 2010. Since then it has had great acceptance by the companies with large volume of social content and followers, fans, and visitors. For B2B things like this always have a very slow implementation process. Its not the volume that counts, its is the outcomes. If your having trouble building the fan base its not neccasarily a content problem.What if you could drive $200k more revenue through a socially driven website with content that is on your Facebook page.

What is the Facebook Graph API

The Facebook Graph API has some really awesome features for integrating Facebook content and your website. With the API you are able to access these types of Facebook content:

  • Users
  • Pages
  • Events
  • Groups
  • Applications
  • Status messages
  • Photos
  • Photo albums
  • Profile pictures
  • Videos
  • Notes
  • Check-ins

A very exhaustive list of Facebook content that can be used outside of Facebook. To implement the social graph you need to access it via the API with a scripting language or server side coding.
Facebook Graph API and Microsites

To solve the issue of content accessibility and corporate IT policies I thought a great solution would be to create microsites for your Business Facebook pages. The content can be driven by your social media and team when they update content on the social network. Most companies are using an automation platform to submit to multiple platforms all at once. The process to update your microsite would be invisible to the person maintaining the business page.

HootSuite or Pluck > Facebook Page > Microsite (Facebook Graph API)

All the development documentation for implementing Facebook on your site: developer.facebook.com

Benefits of Using Facebook Graph API for B2B

By implementing this strategy you can be assured that your customers are seeing you social content. Here is example of how you could use Facebook Content on a microsite:

New Product Launch

  • Events – are there webinars to introduce the product or local events
  • Status messages – Status messages can server as the headline for your microsite
  • Photo –sharing photos of the new product to drive awareness
  • Videos – share your videos that took time and money to create
  • Notes – notes can be used to drive new product content
  • Check-In – who is visiting you today, feature them on your site

The possibilities are limited by your creativity with this strategy. The potential value here outweighs most challenges to implement a microsite with socially driven content.

Why Duplicate Facebook Content?

You are not duplicating anything from a content perspective. Content is being fed to the microsite from Facebook. The goal is to make your content visible by the companies who are stuck behind a Firewall and cannot consume your content. Since the Facebook content is being requested by server side code, your browser is not making external requests to Facebook in most cases. There will always be some limitations. However, your customers seeing your content and not you’re your competitor’s content gives you full share of voice within the social channel.

Great Examples of Facebook Graph API Websites

Rotten Tomatoes – Movie Reviews and Information (Link)

Facebook Graph API Website Example - Rotten Tomatoes

Yelp – social network of reviews for places people visit (Link)

Facebook Graph API Website Example - Yelp

No B2B sites? Unless you see the interaction of social content on the site it is very hard to determine how the content is being served.