Cisco Systems

Facebook: Runner-up

Campaign: Facebook

Cisco was a previous BtoB Social Media Award winner for its innovative Superfan program, which celebrates the most devoted followers of its Facebook page. The company continues to achieve engagement levels on the social network that even many big consumer brands would envy. Last year, it grew Facebook “likes” more than 50% to almost 360,000. The page draws 230 new fans and 100 new “likes” each day with no paid promotion.

Fan-generated content drives much of that engagement. One photo of a cake baked by a fan to celebrate Cisco's Unified Computing System logged more than 4,800 “likes” and 280 comments. A current subpage asks visitors to describe how they give back to their communities, with Cisco donating four meals to the U.N.'s World Food Programme for each response. Cisco's success has been spotlighted in many articles and blog posts about how b2b companies make Facebook work.