This article is going to look at the differing roles of social media and your website. We’ll explore the difference between the two as well as looking at the overriding importance of your website.
You may have noticed many big companies showing Facebook page addresses at the end of their TV ads, where once there would have been their own website displayed. On the surface, this appears as though the Facebook page has effectively replaced the website.
What's actually happening is that these companies are running a specific campaign which aims to harness the viral power of social media to increase the reach of their ads. They will more than likely be using an advanced landing page on their Facebook page to obtain email addresses as well as other mechanisms to incentivise people to share and talk about their product.
What's happening is that social media is being used as a multiplier of the effectiveness of a specific marketing campaign. Once upon a time, an ad would have a goal of getting a new customer to buy a product or at least visit a website, now the idea is to generate social hype about the product, which will in turn result in more sales.
What's more, all traffic that goes through the social media channels will have an easy path to return to the company's actual website where they can invest further in the brand and product as well as actually buying the product, or finding out where they can buy the product.
It is important to remember the big difference between these large national companies and a small business in terms of how their products are sold. If a product is available to buy off-the-shelf in high street shops and supermarkets, then the aim of the marketing is to ensure a customer chooses that product over their competitors as they are walking down the isle. This is why brand reinforcement is so important. Social media is particularly effective at this because a large part of this sort of marketing is reassuring people that many other people are also making the same choice.
If you're a small business, however, things are quite different. If you're selling a product you're most likely going to be selling that product on your website. For you then, the role of your own website is quite clear. You can use social media to attract more interest in your product and use it as a marketing channel, but you'll still need those people to end up on your website to make a purchase.
But what about if you're selling a service? In your case, your online goal isn't the sale of a product, it is lead generation. A 'lead' is someone who makes contact with you and will potentially use your service. If your business works like this, you might be starting to think that an active social media presence might be sufficient at achieving this. After all, social media makes it very easy for people to get in touch with you.
However, if we explore why people actually use social media we'll see why this wouldn't be nearly as effective as if you combined it with a real-world website.
Absolutely, yes. Facebook and Google+ 'Pages' are still a great way for small businesses to represent themselves on social media. In their basic format though, they are still very similar to a normal personal page. That is, they include a list of shared links or messages.
Although they do have a handy way of listing key information about your business using the profile fields, this is of course no substitute for actually publishing quality content on your own website.
One of the main differences between a 'Page' and a normal personal account on social media sites is that the 'Pages' are inherently more public. Information is public by default and there is no need to become 'friends' before you can view content from a 'Page'.
Other than that and a few other technical differences, the format is essentially the same.
Social media is effectively a micro-blogging platform designed for sharing content and short messages. We can broadly classify the vast majority of social media content as either a brief message (or 'status'), or a link to larger content elsewhere.
The people who use social media use it because they enjoy being shown content from those who they respect enough to 'follow/like/add'. There is so much content out there these days that people are waiting for content to be recommended to them as a way of filtering the pages, articles, images and video they want to view.
In many ways this process is a refreshing and natural return to the old fashioned way of recommending people and things to others. Instead of relying on a search engine to discover who is trustworthy (and lets face it, there's a limit to how effective a search engine can be), people are using other people's experience and recommendations as a starting point for their online exploration.
So, in summary, it's important to remember that the main role of social media is to share content, not publish it. For that, you still need a great website. In fact, a good quality website has never been more important if you want others to share your content.
If you've visited any cool Facebook pages recently, you'll probably have landed on a special tab within the page offering a juicy incentive to 'Like' the page.
Once you do that, you'll be thanked with another page and then rewarded for your good deed.
In short, the page knows if you've 'Liked' it and shows you different content accordingly. This is called a 'Like-gate' or 'Fan-gate'.
Incentives can range from free content to competitions and discounts. Obviously the trick here is to use a mechanism that justifies collecting their name and email address. This is why competitions are effective. People associate giving their name and email address with entering a competition (how else would they expect to be notified of winning?) so won't mind doing so after 'Liking' your page.
Here are some possible ideas to get you started:
The idea with a 'Like-gate' page is that you only need to show the visitor the competition signup page once they've clicked the 'Like' button - this makes the whole thing much more like a reward and far less daunting. The Facebook technology that allows this to happen is what makes the approach so effective.
What you're effectively doing is making the competition exclusive, i.e only to people who've 'Liked' the page, but also effectively only once they give you their email address.
The great thing is that Facebook lets you set this tab as the default 'landing tab' for new visitors to your page, so your competition, or other incentive, can be the first thing your visitors see.
Remember this is a simple case of effort and reward. You should ensure the reward outweighs the effort it takes to click the 'like' button (and enter their email address).
You might be wondering how to set this up on your own Facebook page. The problem is, it's pretty tricky. There are some 'apps' you can use (many are subscription-based) but if you want to come up with something that looks totally branded, and exactly what you're after, you'll probably need to enlist a web developer to build the tab for you.