B2B brands need to ditch their Facebook worries and make the most of its lucrative advertising opportunities, says Jon Holloway, chief digital officer at Hurricane There is an almighty argument in the B2B world around the use of Facebook as part of the communication mix. I'm sure like others out there I was hoping it would just die out, but it hasn't. So to round that off, Facebook is right for some and not for others. Those who are anti-Facebook argue that if your audience isn't engaged in it then it's useless. Those who are pro-Facebook praise it as the perfect tool to engage your community on a personal level. As far as I'm concerned, Facebook is a great place; if you are hung up on the platform you need to go back to your strategy and start again. Take nearly everybody in the modern world, put them into a profile engine that they spend over two hours a day engaging with and you have open access to get to the one-to-one conversation you have always wanted. That IT guy that likes 'Family Guy' and has two kids and a labrador? Yep, that's Mr Smith, and you can target him directly. The social advertising checklist Think about your targeting - The options are exponential, but targeting a single person is 1000 times harder than a group of people. Experiment - If at first you don't succeed, try again. This is complex advertising with many options; even the image can be