With the wealth of social platforms available, it can be confusing for a company to determine what content belongs on its website, and what is better suited for something like Facebook. The answer, of course, is best determined by the individual or individuals that conduct your web operations, in conjunction with someone from senior management who is capable of providing strategic insight. That being said, here are some basic thoughts to consider in making your decision: Social media platforms are intended to be social That’s the point. In the best-case scenario, they support your website by providing a place where you can engage your customers in conversation – for example, conversation pertaining to the content on your website. So what does that mean for your content? Simple: If your content is purely informational and not conducive to conversation, it may make sense to house it on your website instead of your Facebook page. Social media platforms facilitate transparency Social media platforms allow you to leverage the power of connectivity to promote your content, but they also expose your customers/fans to the world that knows them. So what does that mean for you? The answer involves some self-reflection. Is your product or service the type of product or service that your customers will be comfortable talking about on a public platform? For example, imagine you’re a cosmetic surgeon. Will your patients be comfortable discussing content related to facelifts, Botox or breast-enhancement surgery in a forum that’s visible to all his or her friends? Maybe… but, then again, maybe not. Some content just doesn’t lend itself as easily to the social sphere as other content. That said, there’s nothing wrong with encouraging discussion related to your business on your website, regardless of what your business is. Most of those who visit your website are either part of your community already, or want to be part of your community, so there’s a common understanding there. And because visitors are cloaked in anonymity, they can speak as freely and openly as they desire. Social media platforms are typically the means to an end (and not the end itself) In the classic hub-and-spoke approach, social media platforms are the spokes that feed into the hub – i.e., your website (or blog, as the case may be). Put another way, social media sites are a means to an end, and not the end itself. This approach would imply that Facebook and other such platforms should be playing a supporting role when it comes to content – for example, by promoting the content on your website, or by providing the opportunity for discussion around said content. In the end, there’s nothing wrong with using both your website and your Facebook page as receptacles to store content. But there are some important questions to consider before elevating your Facebook page to the same status as your website: What’s your goal? Is it simply to push information out, or to engage your customers/fans in discussion? If it’s the latter, is your product or service conducive to onymous conversation? And finally, is your ultimate goal to inform and communicate with customers/fans wherever they may be? Or would you really prefer they come to your website, where they can enjoy a fully tailored online experience, designed and optimized by you? Just some food for thought. Hope it doesn’t come across as too biased!
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