Unfortunately, he lacked basic marketing strategy. Before determining what platform to be on (and the Internet and social media is not all Facebook) you need to understand your audience and your objectives. For a traditional B2B industry, Facebook is not the first place to be (let alone a page per product line). If he wanted to be on social media (and first getting his web presence in order should be priority), LinkedIn is a much better place to be. But, more importantly, he should have hired a marketing strategist (a real one, not some "guru" kid who knows how to use Facebook but someone who understands marketing fundamentals) to work