Savvy business owners now realize the importance of a social media strategy. After all, social media is where the people are. Millions of people sign into at least one social media account on a daily, or even hourly, basis and the majority of social media users use more than one social media site regularly. This means that marketers need to be in the social space too. Social media for business isn’t just a customer service tool, but it’s also a way to improve brand awareness and should be integrated with all other marketing efforts. Social media is important. We’re not saying that it isn’t, however some businesses are starting to have the wrong online marketing priorities and are favoring their social sites over their business website. Here’s why that’s a bad idea:
You don’t own your social profile
Social media profiles for business are must haves, but it’s important to understand that they are not owned property. In fact, it’s the social network that technically owns all of the pages on the site. A profile on a social site is essentially like rented space. The social site is the one that makes the rules and establishes what can and cannot be shared on the page and these rules may change at any time. All a business page owner is left to do is deal with these changes as they come, and this includes any changes to the layout, look, feel, etc. of business pages. On the other hand, a business website is your owned property. It can look any way that you want it to look and can include any information that you want it to include without restrictions or the fear that it could change at any moment without notice.
Social site popularity may change
Facebook and Twitter have done a good job of remaining relevant for many years, so it’s a fairly safe bet to think that will continue. But those aren’t the only social sites out there. New social networking sites are popping up nearly every day. One might be “hot” one month but then drastically drop off the next. Web users are fickle like that. It would be very disappointing to invest all of your time and effort on making a great social page only to see the number of people that visit that social site trend downward over time. Your business website isn’t going anywhere.
People don’t spend money on social sites
People typically use social media to connect with friends and family and to find information, not to actually place an order for anything. If your business has an e-commerce component, it’s better to build up your website to fulfill that need as opposed to a social site as people are more wary about giving payment information on a social media site. The information on a business social media page may influence a purchase decision but the actual business website is where they will make the transaction.