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Ignore the hype of Social communication media. Your business will always have a large site

Por · Sunday, October 2nd, 2011

Talking compromise with about 200 small businessmen, asked how many spent more time in



social media that efforts to maintain and improve their Web sites.


Most raised their hands. Then I asked how many saw their Web sites more as an announcement of yellow pages that still dominant marketing and sales tool.


Surprisingly, around 40% he held their hands. One said, “If a potential client stumbles on my Web page, fine, but I am not going to put effort into already.”


This is a terrible approach. Social media marketing can pay dividends, but you will always have a Web site.


This here:


Social media are largely “push”. Sure, Twitter followers chose to follow you, LinkedIn connections chose connect and wish to which Facebook friends: well, who knows what they want. By that theory chose en… but not really. Nobody after more than 20 people can read all their tweets. And how many people are constantly active in LinkedIn? Really participating customers in social media takes a significant effort – and this effort is often designed to send customers on the Web site in all ways.Social media are rinse and repeat. Twitter was hot; now I am not so sure. And Facebook is facing real challenges of Google +.


What new media tools and social platforms are in the works?  Who knows, but on the basis of a presence what comes next will require a significant effort and another learning curve. Website innovation also continues, but at a pace slower and more manageable. From an investment point of view, the resources allocated to the Web site generate returns in the long term.Social media content is far from evergreen.


Say who sells a DIY product. Informative content that create – articles, videos, slides, etc – remains forever on its Web site. Tweets disappear quickly; the same with Facebook updates. A great video on its Web site is the gift that continues, both in terms of satisfaction of the client and from the SEO point of view. The same with articles and photos, and blogs.Web sites create or expand your brand. Face it, no matter how difficult trying to customize, your Facebook page is still a page on Facebook. And no amount of creativity will make its design Twitter seem to be anything other than a Twitter page. One way you’re like a guy with a Nike t-shirt; You can wear the shirt, but the brand Nike takes you too.


Websites tell stories. In many cases, especially in services companies, potential customers not only want to know what they offer: want to know about you. Create a great page of us establishes credibility while leaving that potential customers to see the faces behind the business. The same goes for middle… social but not really, in part due to the environment and partly because the fact…Social media is (their) control. Ignore the social reality media creates conversations only partially in control. Own social media platforms are beyond its control. Facebook could change directives for business users, LinkedIn could renew their search function and Twitter could decide to lose more money now makes no sense. The only online really control marketing platform and can count with – is a Web site.


Social media generates interest, closing websites. Potential customers would only become customers after visiting its Web site (or physical location). Social media marketing is not really different from a flyer or ad. The Web site has information, tools, resources and incentives to turn prospects into customers. What is most valuable sales worldwide: lead generators or closers? It will only be as effective as the website that supports a social media marketing campaign.

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