Your website is the library…social media is the newsstand

NewsstandMost companies don’t understand how to manage their websites versus their social media content. And its a shame…they’re missing the great one-two punch of marketing. If you’re thinking of replacing your website with social media, stop.

If you think your website can be a collection of social media pages, you’re wrong.

Website advantages

Your website makes a great library for product information and has a higher level of credibility and control. From its site map to its navigation bar, it needs to be a reliable way to find detailed information and set the tone for the company’s offerings. It’s still the best way to capture analytics and improve your inbound marketing.

What it isn’t is the best place to show your company’s dynamic response to the market, show off in-the-moment thought leadership, or engage bidirectionally with your audience.

All three of those goals are squarely in the domain of social media.

Social media newsstand

Done well, social media is the ideal way to create a dynamic hub for information. Blogs, Twitter and other social feeds can dance circles around the stodgy nature of even the best content management-driven website.

While a website should stay updated in style and content, only a social media site can change its basic look often and call that a positive trait.

Keep in mind, too, that a social media site is be the place to be edgy, playful, and maybe even sarcastic and Websites don’t pull that off any of those three so well. Social media gets a flexibility and informality free pass that websites don’t. Expectations are different between the mature website and the adolescent social media platform.

The trick is to use websites and social media wisely as complementary tools that give your business much broader reach and effectiveness. That doesn’t mean silos of information, but it certainly means different cycles of change and very different mindsets.

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Categories: Marketing, Social / Collaboration

Author:Chris Taylor

Reimagining the way work is done through big data, analytics, and event processing. There's no end to what we can change and improve. I wear myself out...

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5 Comments on “Your website is the library…social media is the newsstand”

  1. max
    June 7, 2013 at 7:45 pm #

    The social network media is more than a newsstand. It is a giant public noticeboard placed in the middle of a public place. Though you may be the owner, you do not have full control over it. At least that is how I told my children before allowing them to start using any social network media. In the case of my children, the noticeboard is conceptually outside our house.

    • June 7, 2013 at 10:07 pm #

      Max, your comment is excellent, as always. You’re correct that in some ways, your social media network is a giant public noticeboard, especially when the channels are offsite and comments are free-flowing. To combat this, many companies either try to control the channel by keeping the social aspects to a minimum (keeping comments off, not engaging, etc.).

  2. max
    June 8, 2013 at 1:02 am #

    If the engaging part is not there, I guess it is not social [media] any more but another website.

    • June 8, 2013 at 1:05 am #

      I agree. Working with corporations, I’m always surprised by what they consider as ‘social media’.

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  1. This is what I know about Social Media Engagement: Do you know this too? « "KnoGimmicks.com" Social Media & Web Design™ - June 7, 2013

    […] Your website is the library…social media is the newsstand (successfulworkplace.com) […]

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