Facebook recently rolled out a new type of ad unit, called “sponsored stories”.  What is unique about these ads is that an advertiser is not controlling the message; it is the user or consumer. These new ad formats will take information from Facebook user’s actions: what they are “doing”, whether it is checking into a location or utilizing a branded app, etc. and use it as a promotion to their friends. It is really the same content that may appear in the news feed, but repurposed as a more visible “ad”. This format is currently available for larger managed accounts, but Facebook is planning to offer it to smaller self service advertisers.

For those that eschew the viability of Facebook for b2b, this should at least be considered as yet another verification that marketers are no longer in total control of the message. It is truly becoming a world where digital word of mouth can have tremendous influence.

Melinda Bauer considered the topic of using Facebook for B2B in an earlier blog post. But if you have not considered Facebook as an advertising medium in the b2b market, consider that you can target Facebook users by Interest, College Major and even Workplace. Depending on your product or service, Facebook advertising can be an interesting way to reach particular audiences. For example, chemical engineering graduates, or people who work for a particular company. The pay per click and daily budgeting options could make it a viable partner or alternative to Google Adwords.

We will be monitoring this advertising option, if you notice any interesting “sponsored stories” ads on your Facebook page, share it with us.