Social Media v Company Website

Social Media v Company Website

 

Recently, there have been discussions on social media about the value of company websites and the increased reliance on social media platforms for marketing.

The argument against investing in a website is usually something like; “Everyone is on Facebook, so that’s all I need to reach potential customers.”

This is a dangerous approach to online marketing for many reasons. Here are just a few.

Not everyone is on Facebook and not everyone who is on the platform uses it the same way. When asked how many genuine users they have, the social media giant is unable to answer accurately. In 2017, Facebook estimated the number of fake or duplicate accounts to be around 10 percent, but that still leaves around 41 million UK users.

So far, the argument that “Facebook is all you need for online marketing” is looking valid. But when we think a little more on the subject, it falls apart rapidly.

Of the estimated 41 million UK users, some will use the platform rarely, some monthly, some weekly and some daily. We have no way of calculating the daily reach even though many have tried. One laughable survey suggested 65% of Facebook users used it daily. The survey was conducted online and promoted on Facebook, so was biased from the start.

Even if we agreed with the 65% figure, that does not suggest that 65% of household decision makers use the platform, or that they would make a purchase based on its influence.

Imagine going for a business loan and telling the bank, “I want to sell a service that everyone could need at some point in their life, but I want to exclude everyone who doesn’t use Facebook regularly”. Chances are, you will be told it’s a bad business strategy. You may be told it’s not a good idea to “put all your eggs in one basket”, or you could be reminded that times change and Facebook is not immune to redundancy (remember MySpace?).

Whether a potential customer finds your company on Facebook, in the local paper, by word of mouth or by seeing a sign-written van, they are likely to search for your website, so they can learn about your business before they part with hundreds or thousands of pounds.

Your website is your online presence. It’s your brochure, your business card, your information centre and in many cases, your virtual store. Social media is a useful platform to direct people towards your website. They are both important tools for marketing and should be used together.

In the virtual world, your website is your shop and your Facebook account is a person that mingles with the crowd while wearing a sandwich board. This works well as customers can be directed to your shop. If there is no shop, that makes the person with the sandwich board nothing more than a street vendor.

 

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