Friends, Avatars, Countrymen, lend me your ears

David Meerman Scott had a great post the other day on “I do not friend logos”. Very well put, and I agree with him.

As you know we’ve been doing a lot of experimentation with the best way to apply social media in the B2B marketing realm, and David’s post hit on one of the biggest challenges we’re all facing – what to do about Facebook as B2B marketers. The numbers are undeniable, the active population on Facebook is huge. However, the challenge we’ve all faced, as DM Scott puts so well, is that companies are not really “friendable”.

So, how about a personality… in our next B2B marketing experiment, we’re exploring the idea of a corporate “personality” in the social space. For anyone who is part of the Eloqua community, you may already have met Drake. He now has a Facebook page, a growing bunch of friends, and a personality.

Having a personality is a good start, but how can one translate that into real market traction? For one, a personality opens up more avenues for having fun than a corporate logo does. As the first example, Drake has launched his first contest – take a photo with him, and you might win an iPad. Not something that would fly with a corporate logo.

Is this taking the idea of “personas” a bit too far? Will this crack the code on B2B marketing on Facebook? We’re not sure, but you’ll be the first to know. Well, maybe not the “first”; that honor might go to David Meerman Scott – he is, after all, friends with Drake on Facebook.