Facebook Page vs Website

Lately, many of the top marketing minds have been stating publicly that businesses should be redirecting their resources away from their website and into Facebook, specifically Facebook fan pages. ‘Skittles’ now uses its website as solely a landing page, redirecting traffic to its social media platforms, specifically Facebook.

While I do believe that businesses (especially those that are B2C - business to consumer), should put their strongest efforts in Facebook pages and social media platforms; I do not believe, as some of my fellow marketing consultants do, that websites will be obsolete in the near future. Websites and social media platforms, specifically Facebook, should work cohesively together to build brand awareness and grow your business.

Facebook gives you an extra reach you don’t get with your website. That is one of the most general but true elements of why a Facebook page is imperative in today’s business environment. People that connect with you on your Facebook pages have a reach to others (their friends) that you just don’t. If you want to have that kind of reach, you need to be where all those people are.

Last month, Facebook surpassed Google in total number of searches and overall traffic! This is an important fact, as it illustrates why having a strong Facebook presence is imperative.

Let’s take this example…you are looking for a dentist in your town. Would you rather choose one from a Google search, where the dentists at the top of the results probably paid-per-click for the ranking…or one from a Facebook search, where it would show that several of your friends either recommend or use a particular dentist? More often than not, a consumer would choose one that is recommended or ‘liked’ by their friends on Facebook. In fact, statistics show they would do this over 80% of the time.

There is a reason why the top companies (Nike, Coke, Proctor & Gamble, etc.) are creating beautiful, custom Facebook pages…it works! It drive business and grows their brands.

Let’s examine a few important points to keep in mind for creating a successful Facebook presence:

Determine your Goal - “Presence” is not just about having a Facebook page
What is the goal of your page? Do you want to bring in more foot traffic to your store front? Do you want more visitors to your website? Do you want to simply get more people to know that you exist? Your goal will determine how you use your fan page. If you’re trying to increase brand awareness, you need a lot of fans and a lot of content. If you’re trying to bring in more foot traffic to a physical location, you need to show lots of pictures of your products and push out information about specials and sales. If you want more website traffic, you need to include links to your site and entice people to click. If its a product or brand promotion page you need to introduce compelling and relevant content about the brand – pictures , videos, experiential or special interest information.

Personality - Custom Landing Page
Social media is getting to show that your organization, business, or brand has a human side.
Do not include ad copy, as that is NOT what social media is about. A custom Landing Page, using FBML, should be created. It is the first impression your visitor will have of your brand or company. Make sure that it is a great one! Creating a great landing page, and then directing all traffic to that page (tab on your Facebook page) first can be accomplished in the admin panel of the page.

Automation and Integration - Social Media Architecture
There are a lot of great applications that will let you post to your fan page automatically, without ever stepping a digital foot onto Facebook. This allows for content distribution. Administrators don’t want to post a blog, then go to Facebook and post it there, then go to Twitter and post it there, then Youtube etc. How you set up your social media ‘architecture’ will determine how much time you will need to spend on upkeep. A properly designed integration will allow maximum benefits with minimal effort!

Engage consumers into activities that include participation
Brands should have added value (a reason for users to join the page, aside from brand loyalty) - offering polls, promotional contests or even coupons specifically to Facebook users will entice consumers to join. Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value as it causes consumers to develop a ‘connection’ with the brand. Offering a resource page (tab) often allows a brand or company to target a new demographic, outside of those that already know and love the brand or company.

Next week we will follow up with a more in-depth overview of social media ‘architecture’.