Matrix: Evolution of Social Media Integration and Corporate Websites

Many Brands That Adopt Social Are ‘Throwing Away’ Hard Earned Traffic
Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort.  In particular, many brands are putting ‘social chicklets’ on their homepage to “Follow us on Twitter” or “Friend us on Facebook” without considering the ramifications.

[Brands that arbitrarily adopt social tools may be unknowingly undermining their own efforts. Instead, first understand the full ramifications as you integrate social with your corporate website. Secondly, have a clear roadmap]

Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away? Use this strategy matrix to help make your decisions. Be deliberate by first understanding the ramifications:

Matrix: Evolution of Social Media Integration and Corporate Websites

Sophistication Example Benefit Challenge
1) Do nothing, no social integration Corporate websites that have no integration with social tools at all. Cheap. Ignorance is bliss, at least in the short term Your corporate website is irrelevant.
2) Link directly away without a strategy Corporate homepages that have chickelts that say “Follow us on Twitter/Facebook/YouTube” sending traffic away, see sharethis, add this and tweetmeme Encourages growth of social channels Sending traffic away, without having a strategy
3) Link away, but encourage them to share with a pre-populated message A chicklet that encourages new Twitter followers to Tweet at their friends “I’m now following X brand” Triggers a social alert as a form of endorsement Better than the above, it may not have a followup or call to action
4) Brand experience is integrated in social channels Extending the brand to social channels, so the corporate experience is somewhat mirrored on social channels Regardless of wherever users go, they are still experiencing the brand Social channels sometimes serve better as a conversational area –not for traditional branding campaigns
5) Aggregating the discussion on your site Aggregating select conversations from Tweets like the skittles homepage did, top discussions in communities or blogs, see Disqus and Echo. Centralizes the discussion on your site, making it a resource to first look at. Low cost content Lack of control over which content can be created, still links off site
6) Social login systems that allow users to stay on site Using FB connect, or Twitter connect allow users to use their existing logins to access site, see how JanRain and Gigya (client) helps May increase sign ups, widening marketing funnel, chances are content is more accurate than a sign up form May not have access to email addresses, as users passthrough using social logins.
7) Social login systems that allow users to stay on site, but triggers viral loop In addition to the above, there’s an actual social or interactive experience on the corporate site that triggers them to share with their friends Users stay on site, interact with brand or peers, yet recruit other members in social networks Requires planning, a campaign, and extensive resources.
8. Complete integration between corporate site and social sites Other than URLs there’s no difference between a corporate site and a social site, the experiences are seamless Customers, prospects, and employees mix together, churning on new members and viral activity It doesn’t exist, yet.

Be Deliberate: Use This Roadmap For Your Web Strategy
Use this guide to map your current situation and where you plan to go, copy and paste the framework into your corporate planning deck, and identify where your assets are now.  Get actionable by taking these three steps:

  • Take inventory of current corporate website assets. Social strategists must determine what level of sophistication they are at now, and document in their project plans.  Take inventory of all corporate web assets and tag with this framework.
  • Identify what the desired state is, and then build a plan against it. Note that the further you go down in sophistication, the more resources and stakeholder buyin are needed.  Start small and slow, and be sure to have a strategy.
  • Don’t arbitrarily jump into the to social marketing space without measurable KPIs. Be deliberate in your actions.  Indicate on paper what the measurable goals are and how they’ll tie back to business metrics:  Increase brand awareness, increase leads, increase site conversion.

Once you’re ready to get actionable, and are ready to integrate the technologies, see this important matrix of Roadmap: Make Your Corporate Websites Relevant by Integrating Facebook, Google, MySpace, LinkedIn, or Twitter.

155 Replies to “Matrix: Evolution of Social Media Integration and Corporate Websites”

  1. I think the trend in this space that is even more baffling is the sending of traffic from ads directly to Facebook. Is Facebook the new landing page? I hope not.

  2. I think the trend in this space that is even more baffling is the sending of traffic from ads directly to Facebook. Is Facebook the new landing page? I hope not.

  3. Alison

    It is for some companies, if you look closely on TV ads, many are promoting their Facebook page rather than their corporate page.

    The Associated Press (AP) was heavily criticized for not having a strategy.
    http://techcrunch.com/2010/02/20/the-ap-twitter

    Not that it's wrong to send traffic to Facebook and Twitter, but brands better have a strategy on “WHY' they are doing it.

  4. Surely it depends on the objective of the campaign? If the aim is to drive people to become fans on Facebook then facebook.com/brand makes sense. I did wonder when seeing these why they weren't using brand.com/facebook though – at least you'd be able to get better stats from that.

  5. Surely it depends on the objective of the campaign? If the aim is to drive people to become fans on Facebook then facebook.com/brand makes sense. I did wonder when seeing these why they weren't using brand.com/facebook though – at least you'd be able to get better stats from that.

  6. My reaction to the AP strategy was much stronger 🙂

    http://blog.areyoupayingattention.com/2010/02/m

    Love the grid Jeremiah, balance must be restored between brands and social networks, it's unsustainable for them to keep outsourcing their web strategy to Facebook and Twitter without extracting much more value back out by integrating the social experiences into their own site.

  7. My reaction to the AP strategy was much stronger 🙂

    http://blog.areyoupayingattention.com/2010/02/m

    Love the grid Jeremiah, balance must be restored between brands and social networks, it's unsustainable for them to keep outsourcing their web strategy to Facebook and Twitter without extracting much more value back out by integrating the social experiences into their own site.

  8. Websites that just add those social toolbars listing every possible bookmarking service ever invented are also doomed to fail… thats not a social media strategy….

  9. Websites that just add those social toolbars listing every possible bookmarking service ever invented are also doomed to fail… thats not a social media strategy….

  10. I agree that getting fans makes sense as you can likely continue to engage with them as how many people will likely bookmark your corporate website, but clicking “become a fan” is easy and hassle free.

    The use of urls that you control can be useful, but may cloud the message that your company actually has a fanpage. It all comes down to resources, you don't need IT sign off to build a fanpage but to get a URL redirect can take some companies IT departments several weeks to act on…

  11. I agree that getting fans makes sense as you can likely continue to engage with them as how many people will likely bookmark your corporate website, but clicking “become a fan” is easy and hassle free.

    The use of urls that you control can be useful, but may cloud the message that your company actually has a fanpage. It all comes down to resources, you don't need IT sign off to build a fanpage but to get a URL redirect can take some companies IT departments several weeks to act on…

  12. Outstanding post and matrix Jeremiah to provide a gateway for better commerce (A-B).

    When strategy is not aligned with ‘silos of collaboration’ and the people, process, technology sequence you have nothing more than the yellow pages mentality working. Driving traffic via the equation A to D to C to B, only to have visitors then walk away without a sale.

    A = Products and services
    D = Social media site
    C = Web site
    B = Commerce site

    Cheers…Steve

  13. Outstanding post and matrix Jeremiah to provide a gateway for better commerce (A-B).

    When strategy is not aligned with ‘silos of collaboration’ and the people, process, technology sequence you have nothing more than the yellow pages mentality working. Driving traffic via the equation A to D to C to B, only to have visitors then walk away without a sale.

    A = Products and services
    D = Social media site
    C = Web site
    B = Commerce site

    Cheers…Steve

  14. I disagree with some of the premise here. Getting a follower or fan can be great for retention. It's like an email newsletter and you can build a relationship over time and continue to give that user ongoing information and bring them back to your website. The “click” to fb or twitter may be rewarded many times over with more traffic if used properly.

  15. I disagree with some of the premise here. Getting a follower or fan can be great for retention. It's like an email newsletter and you can build a relationship over time and continue to give that user ongoing information and bring them back to your website. The “click” to fb or twitter may be rewarded many times over with more traffic if used properly.

  16. Don't forget video content, sites like Youtube, Blip and Vimeo rob you of visitor statistics.

    Video is content too and needs to be part of a enterprise content strategy.

  17. Don't forget video content, sites like Youtube, Blip and Vimeo rob you of visitor statistics.

    Video is content too and needs to be part of a enterprise content strategy.

  18. Like your point about the viral loop value, to drive engagement in advanced integration, thanks. Accords with my views on how to grow online communities (where viral loops are a subset of feedback loops) – so using such a strategy both in the viral sense as above with with users, and in terms of establishing feedback loops with top contributors. I sketched this out a bit more on a slideshare: http://www.slideshare.net/stuartgh/feedback-loo

  19. Like your point about the viral loop value, to drive engagement in advanced integration, thanks. Accords with my views on how to grow online communities (where viral loops are a subset of feedback loops) – so using such a strategy both in the viral sense as above with with users, and in terms of establishing feedback loops with top contributors. I sketched this out a bit more on a recent slideshare: http://www.slideshare.net/stuartgh/feedback-loo

  20. Facebook (and other social media sites like it) have the “social” benefit that regular sites do not, meaning that can deliver a trust factor that a corporate site can't. People often perceive information passed on to or from a social media site, like Facebook, to be more credible than a corporate site. In my estimation, I think this is where marketing's going and traditional corporate Web sites will become far more transactional than marketing centerpieces.

  21. Facebook (and other social media sites like it) have the “social” benefit that regular sites do not, meaning that can deliver a trust factor that a corporate site can't. People often perceive information passed on to or from a social media site, like Facebook, to be more credible than a corporate site. In my estimation, I think this is where marketing's going and traditional corporate Web sites will become far more transactional than marketing centerpieces.

  22. Thanks, Jeremiah. I love the last point and appreciate your pointing out that full integration does not yet exist. One of the interesting takeaways from SXSW (presumably self-selected, tech savvy folks) was that many are unaware of the current limitations of technology. Too many companies start with a long list of “must haves” without considering what is currently possible. We will get there, but this is just the beginning.
    Liza Sperling
    Scout Labs
    @lizasperling / @scoutlabs
    http://www.lizasperling.com
    http://www.scoutlabs.com

  23. Thanks, Jeremiah. I love the last point and appreciate your pointing out that full integration does not yet exist. One of the interesting takeaways from SXSW (presumably self-selected, tech savvy folks) was that many are unaware of the current limitations of technology. Too many companies start with a long list of “must haves” without considering what is currently possible. We will get there, but this is just the beginning.
    Liza Sperling
    Scout Labs
    @lizasperling / @scoutlabs
    http://www.lizasperling.com
    http://www.scoutlabs.com

  24. It is a very good approach towards the use and evolution of Social Media Marketing by most companies. It is true that it takes more planning and time to successfully use social media than thought.

  25. Hello,
    I totally agree with the author, while attempting to get followers or fans the webmasters should take into consideration that they are actually making fb or twitter bigger using their own resources.

    Finally its the webmasters skills how he gets benefited from social media, he wants to grow using social media or make social media sites bigger using his skills and resources which are usually paid once.

    Ashish

  26. Hello,
    I totally agree with the author, while attempting to get followers or fans the webmasters should take into consideration that they are actually making fb or twitter bigger using their own resources.

    Finally its the webmasters skills how he gets benefited from social media, he wants to grow using social media or make social media sites bigger using his skills and resources which are usually paid once.

    Ashish

  27. The internet is like the ocean and your Web-site or business is the mainland. All the social media sites you set-up and use are like islands in the ocean, resting points for people to discover you. But each should send or return the visitor to the mainland.

  28. The internet is like the ocean and your Web-site or business is the mainland. All the social media sites you set-up and use are like islands in the ocean, resting points for people to discover you. But each should send or return the visitor to the mainland.

  29. In addition, you're going to start seeing FB & Twitter options in more online banner ads. The goal is not to have FB act as a new corp page, but for it to possibly be a softer, more social intro to a brand. Once you get someone to the social site, then you can push them to the corp site. The engagement creates a stronger relationship in my opinion.

  30. In addition, you're going to start seeing FB & Twitter options in more online banner ads. The goal is not to have FB act as a new corp page, but for it to possibly be a softer, more social intro to a brand. Once you get someone to the social site, then you can push them to the corp site. The engagement creates a stronger relationship in my opinion.

  31. Jeremiah – I like your matrix but think you missed one social networking option and that is consumer generated product (CGP) reviews. When you integrate CGP reviews into your branded website you are inviting additional conversation about your products and services. You are opening up to your consumers and allowing them to begin a conversation with you about what they like and do not like about your products. If you are open and honest (showing both positive and negative reviews) you not only learn how to improve your products and services, you are given the opportunity to show that you care about your consumers. We have seen culture change at our Rubbermaid and Dymo brands based on CGP reviews. We can respond faster to feedback, especially negative, and reach out to consumers to learn what went wrong. We can then adjust the product or service based on that feedback. Think of it as an ongoing, near real-time, feedback loop and a gift from your consumers. This probably fits in your matrix around #4 as the brand is integrating social networking into their branded website.

    Bringing the conversation to your website is powerful and important. Another thing to make sure you do, as part of your matrix, is to make sure all of your social network properties point to each other and your branded website. Provide info that might be buried on your branded website in the about section up front in places like Facebook. Many people find it cool to know that a brand like Sharpie came into existence in 1964 – Happy 46th Birthday! Social network services like Facebook and Twitter need to be treated differently from your branded website. Make them more fun, interesting and inviting. This will open the doors to more conversation. And, most important of all, make sure you are showcasing your consumers and users. I think we have to get out of the mindset of publishing content on social networks and move to the mindset of sharing content — they are very different approaches.

    Finally, collecting fans or friends is all well and good, but have a plan for what to do with them, as you say in this piece. Numbers mean little if you cannot show that you care about them and your overall brand community. They have put forth the effort to become your fan, now what do they get?? Content, recognition, coupons, etc…? Have a plan that makes sense.

    Very nice and thoughtful post. Gets me thinking about where are brands go from here.

    Thank You,

    Bert

  32. Jeremiah – I like your matrix but think you missed one social networking option and that is consumer generated product (CGP) reviews. When you integrate CGP reviews into your branded website you are inviting additional conversation about your products and services. You are opening up to your consumers and allowing them to begin a conversation with you about what they like and do not like about your products. If you are open and honest (showing both positive and negative reviews) you not only learn how to improve your products and services, you are given the opportunity to show that you care about your consumers. We have seen culture change at our Rubbermaid and Dymo brands based on CGP reviews. We can respond faster to feedback, especially negative, and reach out to consumers to learn what went wrong. We can then adjust the product or service based on that feedback. Think of it as an ongoing, near real-time, feedback loop and a gift from your consumers. This probably fits in your matrix around #4 as the brand is integrating social networking into their branded website.

    Bringing the conversation to your website is powerful and important. Another thing to make sure you do, as part of your matrix, is to make sure all of your social network properties point to each other and your branded website. Provide info that might be buried on your branded website in the about section up front in places like Facebook. Many people find it cool to know that a brand like Sharpie came into existence in 1964 – Happy 46th Birthday! Social network services like Facebook and Twitter need to be treated differently from your branded website. Make them more fun, interesting and inviting. This will open the doors to more conversation. And, most important of all, make sure you are showcasing your consumers and users. I think we have to get out of the mindset of publishing content on social networks and move to the mindset of sharing content — they are very different approaches.

    Finally, collecting fans or friends is all well and good, but have a plan for what to do with them, as you say in this piece. Numbers mean little if you cannot show that you care about them and your overall brand community. They have put forth the effort to become your fan, now what do they get?? Content, recognition, coupons, etc…? Have a plan that makes sense.

    Very nice and thoughtful post. Gets me thinking about where are brands go from here.

    Thank You,

    Bert

  33. I like what we (http://www.conversamarketing.com) did for http://www.castrolcrew.com. We built a unique experiences on each social network: Facebook (discussions/polls), Twitter (auto articles/news, promotions), flickr (Exclusive racing photos), YouTube (TV commercials) and then integrated them into the loyalty website to create a unique experience and destination for best customers (racing/auto enthusiasts). Visitors to Castrolcrew.com are then rewarded for their participation including contributing to the community/message board. The program is just getting started and but the results have been very encouraging: case study http://bit.ly/ajLwKr and case study presentation at the recent DMA/PMN Social Media Spotlight event in Feb '10 – http://bit.ly/acrROW

  34. I like what we (http://www.conversamarketing.com) did for http://www.castrolcrew.com. We built a unique experiences on each social network: Facebook (discussions/polls), Twitter (auto articles/news, promotions), flickr (Exclusive racing photos), YouTube (TV commercials) and then integrated them into the loyalty website to create a unique experience and destination for best customers (racing/auto enthusiasts). Visitors to Castrolcrew.com are then rewarded for their participation including contributing to the community/message board. The program is just getting started and but the results have been very encouraging: case study http://bit.ly/ajLwKr and case study presentation at the recent DMA/PMN Social Media Spotlight event in Feb '10 – http://bit.ly/acrROW

  35. It's great hearing from you again Bert, we've maintained a great dialog over the years.

    I agree with your assertion around ratings and review of products. Most of this will happen on the corporate site, by using tools like Bazaarvoice has to offer, I'm not sure that's an issue. The main point of the matrix Berg was to show how brands sending 'away' traffic to social networking sites without a strategy are missing out.

    Agree with your final point on having a plan for fans –most do not.

  36. It's great hearing from you again Bert, we've maintained a great dialog over the years.

    I agree with your assertion around ratings and review of products. Most of this will happen on the corporate site, by using tools like Bazaarvoice has to offer, I'm not sure that's an issue. The main point of the matrix Berg was to show how brands sending 'away' traffic to social networking sites without a strategy are missing out.

    Agree with your final point on having a plan for fans –most do not.

  37. I am still trying to figure out the best way for the conversation loop to occur. Cross-linking and integration into the branded website is part of the solution but I wonder if there is more. Besides our own branded websites and social networks like Facebook and Twitter a lot of conversation around our products is happening on retailers ecommerce sites. A good example is the Graco Baby Nautilus Car Seat – 1240 reviews and counting on walmart.com – overwhelmingly positive. There is also a great conversation around product related questions occurring on walmart.com. I think it would be helpful for more moms to know about that content and discussion as it provides a compelling reason to purchase the car seat. And yes it is built on BazaarVoice as is are our consumer generated product reviews on Rubbermaid.com, Gracobaby.com (coming in the near future) and Calphalon.com.

    Sending away traffic is a tough issue, but if you are a manufacturer like us that is the ultimate goal as we want to guide the consumer to the point of purchase whether online or bricks & mortar.

    Finally, as you have written many times before, we need to find the right place(s) where our consumers want to learn more about our brands, products and services. A brand must be very careful when entering social network sites as you can easily move from being a trusted and well respected brand to being perceived as a spammer and/or stalker. Understanding the nuances of your community is key and I feel that is best accomplished by meeting as many of your social network savvy, brand advocates in real life (IRL) as much as possible.

    I agree with your point that sending people to social network sites without a plan is pointless. If you cannot show you care about them and the community, don't fake it by sending them to a place you are not ready to support and/or manage. It will just make you look bad in the long run.

  38. I am still trying to figure out the best way for the conversation loop to occur. Cross-linking and integration into the branded website is part of the solution but I wonder if there is more. Besides our own branded websites and social networks like Facebook and Twitter a lot of conversation around our products is happening on retailers ecommerce sites. A good example is the Graco Baby Nautilus Car Seat – 1240 reviews and counting on walmart.com – overwhelmingly positive. There is also a great conversation around product related questions occurring on walmart.com. I think it would be helpful for more moms to know about that content and discussion as it provides a compelling reason to purchase the car seat. And yes it is built on BazaarVoice as is are our consumer generated product reviews on Rubbermaid.com, Gracobaby.com (coming in the near future) and Calphalon.com.

    Sending away traffic is a tough issue, but if you are a manufacturer like us that is the ultimate goal as we want to guide the consumer to the point of purchase whether online or bricks & mortar.

    Finally, as you have written many times before, we need to find the right place(s) where our consumers want to learn more about our brands, products and services. A brand must be very careful when entering social network sites as you can easily move from being a trusted and well respected brand to being perceived as a spammer and/or stalker. Understanding the nuances of your community is key and I feel that is best accomplished by meeting as many of your social network savvy, brand advocates in real life (IRL) as much as possible.

    I agree with your point that sending people to social network sites without a plan is pointless. If you cannot show you care about them and the community, don't fake it by sending them to a place you are not ready to support and/or manage. It will just make you look bad in the long run.

  39. Yes, I can see why a company would want to spend possibly hundreds of thousands of dollars on their own sites only to point traffic from a multi million dollar ad campaign to Facebook. Makes perfect sense! 🙂 Too much emphasis is put these days on how many “followers” or “fans” you have. It is a meaningless metric that some people are trying to treat as ROI.

    I think a great case study would be to go to a sample of these companies that are using Facebook as a landing page to ask them that ever important “Why?!” Would be very interesting to see what they say. And no, “Because everyone else is doing it” isn't the correct answer.

  40. Yes, I can see why a company would want to spend possibly hundreds of thousands of dollars on their own sites only to point traffic from a multi million dollar ad campaign to Facebook. Makes perfect sense! 🙂 Too much emphasis is put these days on how many “followers” or “fans” you have. It is a meaningless metric that some people are trying to treat as ROI.

    I think a great case study would be to go to a sample of these companies that are using Facebook as a landing page to ask them that ever important “Why?!” Would be very interesting to see what they say. And no, “Because everyone else is doing it” isn't the correct answer.

  41. Thanks for more insights JO.

    The key for me is that you always need to define your 'target interactions.' Know what you're hoping people will do when you enable any social technology on your site. This doesn't mean you can't get value out of unexpected kinds of interactions, but if you don't know what you WANT people to do, you can neither ask them to do it nor know whether they have.

  42. Thanks for more insights JO.

    The key for me is that you always need to define your 'target interactions.' Know what you're hoping people will do when you enable any social technology on your site. This doesn't mean you can't get value out of unexpected kinds of interactions, but if you don't know what you WANT people to do, you can neither ask them to do it nor know whether they have.

  43. I'm a bit confused on the statement “Other than URLs there’s no difference between a corporate site and a social site, the experiences are seamless” as being a good thing.

    I would think having each of the experiences being at least 20-30% different would be a good thing. After all I cannot have every technology each of the social sites comes up with on my site. Also for those of us with limited resources social sites offer the ability to branch out into new technologies, interactions and discussions with customers and prospects.

    I do agree that folks who actively send customers to a facebook page as a First stop are missing something, or have really a really bad CMS and cannot get the content up fast enough.

  44. I'm a bit confused on the statement “Other than URLs there’s no difference between a corporate site and a social site, the experiences are seamless” as being a good thing.

    I would think having each of the experiences being at least 20-30% different would be a good thing. After all I cannot have every technology each of the social sites comes up with on my site. Also for those of us with limited resources social sites offer the ability to branch out into new technologies, interactions and discussions with customers and prospects.

    I do agree that folks who actively send customers to a facebook page as a First stop are missing something, or have really a really bad CMS and cannot get the content up fast enough.

  45. Nick

    It's likely that the further away from the corporate site, further up the prospect is up the marketing funnel. Yet, that's not always the case, as smart brands will empower advocates to go to social networks to recruit more customers. URLs and destinations in the future won't matter as much in the future.

  46. Nick

    It's likely that the further away from the corporate site, further up the prospect is up the marketing funnel. Yet, that's not always the case, as smart brands will empower advocates to go to social networks to recruit more customers. URLs and destinations in the future won't matter as much in the future.

  47. Seriously, one of the best posts you've ever written. Why? Because it acknowledges the importance of creating social content that works in conjunction with other marketing tools and tactics – at the granular level. Why are we asking customers to update status, and share content, and all the other social tasks, unless we have a defined, measurable conversion prism through which to examine and judge those behaviors?

    Great stuff JO. More posts along these lines please.

  48. Seriously, one of the best posts you've ever written. Why? Because it acknowledges the importance of creating social content that works in conjunction with other marketing tools and tactics – at the granular level. Why are we asking customers to update status, and share content, and all the other social tasks, unless we have a defined, measurable conversion prism through which to examine and judge those behaviors?

    Great stuff JO. More posts along these lines please.

  49. Agreed, Jay. This is one of the most insightful posts I have seen this year. Great framework for anyone dealing with social media integrations into corporate websites- right on the pulse of the real marketing issues brands are dealing with. Thanks Jeremiah!

  50. Agreed, Jay. This is one of the most insightful posts I have seen this year. Great framework for anyone dealing with social media integrations into corporate websites- right on the pulse of the real marketing issues brands are dealing with. Thanks Jeremiah!

  51. Yeah, strategy is key here – without an end goal, it makes no sense. Too many brands are “doing social” just to “do social”. What's sad is that “Social Media Experts” are encouraging this before asking what the strategy is. The end goal is important.

  52. Yeah, strategy is key here – without an end goal, it makes no sense. Too many brands are “doing social” just to “do social”. What's sad is that “Social Media Experts” are encouraging this before asking what the strategy is. The end goal is important.

  53. Great comments Alison – and I'll start by saying I havent read everyone else's posts below, so I'll just respond to this (even if it ends up being redundant!).

    I agree that the “because everyone else is doing it” is a horrible response. HOWEVER, my response to you is that the reason people are, and should be driving traffic to their FB Fan page is because it provides not only good, instant and consistent content (assuming its being done right), but it gives “fans” (i.e. current and potential customers) a means to engage around your content.

    For example – which brand are you more likely to trust and buy from: the one that has a website with a bunch of testimonials that they could just have written themselves – OR – the one with a Fan page with testimonials clearly written by real people?

    To add to that, did you know that recent surveys show that if someone becomes your “fan” on FB, they are 70%+ more likely to actually buy from your brand?

  54. Great comments Alison – and I'll start by saying I havent read everyone else's posts below, so I'll just respond to this (even if it ends up being redundant!).

    I agree that the “because everyone else is doing it” is a horrible response. HOWEVER, my response to you is that the reason people are, and should be driving traffic to their FB Fan page is because it provides not only good, instant and consistent content (assuming its being done right), but it gives “fans” (i.e. current and potential customers) a means to engage around your content.

    For example – which brand are you more likely to trust and buy from: the one that has a website with a bunch of testimonials that they could just have written themselves – OR – the one with a Fan page with testimonials clearly written by real people?

    To add to that, did you know that recent surveys show that if someone becomes your “fan” on FB, they are 70%+ more likely to actually buy from your brand?

  55. Interesting article thanks Jeremiah. Haven't seen too many people discussing the potential risks of using social media!

    I agree with you. If you are going to have a go at social, then you need a strategy behind it (as with all aspects of web).

    However to get someone to take action, any action, to engage with you is a great starting point. Some of the sales theory I've read emphasises the importance of multiple contacts prior to a consumer making a purchasing decision. To me, social media is a great way to get someone involved in a loop of communication that enables you to:
    1. Educate – so that an individual acknowledges that they indeed have a problem they need to solve, then
    2. Convince – so they have the trust and assurance that your product/service is the one they want to choose.

    It's a two step process and social is a great way of doing that.

    Thanks for an insightful post!

  56. Interesting article thanks Jeremiah. Haven't seen too many people discussing the potential risks of using social media!

    I agree with you. If you are going to have a go at social, then you need a strategy behind it (as with all aspects of web).

    However to get someone to take action, any action, to engage with you is a great starting point. Some of the sales theory I've read emphasises the importance of multiple contacts prior to a consumer making a purchasing decision. To me, social media is a great way to get someone involved in a loop of communication that enables you to:
    1. Educate – so that an individual acknowledges that they indeed have a problem they need to solve, then
    2. Convince – so they have the trust and assurance that your product/service is the one they want to choose.

    It's a two step process and social is a great way of doing that.

    Thanks for an insightful post!

  57. Really interesting debate . . I see so many companies determined to use social networking to promote their business but they don't consider why they are doing it apart from the fact that they think they should . . .

  58. Really interesting debate . . I see so many companies determined to use social networking to promote their business but they don't consider why they are doing it apart from the fact that they think they should . . .

  59. Jeremiah, I would like to propose that our company creates social hubs for businesses that land in the range of 7 and maybe even 8 on your chart.

    We link up all of a brands social profiles, skin them as the brand wishes, allow fans to read, interact and post content to each social network, all from social.theirdomain.com. backed up with metrics, full control of experience, and lots of engagement.

    here is an example of one client, I would love to hear your feedback: http://social.rushprnews.com/facebook

  60. Jeremiah, I would like to propose that our company creates social hubs for businesses that land in the range of 7 and maybe even 8 on your chart.

    We link up all of a brands social profiles, skin them as the brand wishes, allow fans to read, interact and post content to each social network, all from social.theirdomain.com. backed up with metrics, full control of experience, and lots of engagement.

    here is an example of one client, I would love to hear your feedback: http://social.rushprnews.com/facebook

  61. Wow, your ideas are awful, and I can't believe you're asking him for advice. He's obviously a nobody. Look at his site and you can see that this guy is an amateur. He doesn't have any skill at being a webmaster. He's going off of some crappy template he got off of google some where. Please, don't tell me that people really need to think this hard about facebook and twitter.

  62. I agree, can't you figure out how to use facebook on your own? I can make charts and matrixes about all of the beer I drank and how that has earned me 5 new friends making me 50% cooler, but I don't think that any of you would be interested. Actually, I think you would be because if you'll read the bs on this site then you'll read anything.

  63. Hey, should I add people from junior high to my friendlist or just my highschool?

  64. The more complex (login etc) the less likely people will rite anything.
    The hurdles to present self-created content need to be as low as possible.

  65. The more complex (login etc) the less likely people will rite anything.
    The hurdles to present self-created content need to be as low as possible.

  66. Mediums like FB/Twitter give a sense of comfort to potential fans. This may be because they are perceiving the Corporate brand sitting in a familiar environment. Since fans are already there on FB/Twitter; it makes it easier for them to digest the brand – and may even lower the threshold of accepting your brand!

  67. Alison,

    Mediums like FB/Twitter give a sense of comfort to potential fans. This may be because they are perceiving the Corporate brand sitting in a familiar environment. Since fans are already there on FB/Twitter; it makes it easier for them to digest the brand – and may even lower the threshold of accepting your brand!

  68. Thanks for sharing these tips. It will be of help to people who are planning to market their business through social media, particularly through networking sites such as Twitter and Facebook.

  69. Thanks for sharing these tips. It will be of help to people who are planning to market their business through social media, particularly through networking sites such as Twitter and Facebook.

  70. Jeremiah

    Good post. Important topic.

    Honestly I think it is still the wild west for figuring out how to intersect your promotional website with your fan page.

    The value of this is I think unarguable. But it's still to unclear to force old school metrics on new social connections.

    My specific ideas on Facebook landing pages as the new promotional website are @ http://bit.ly/b2k4zU

    I blog regularly on this topic @ http://arnoldwaldstein.com

    Thanks again for the post…raises important topics

  71. Jeremiah

    Good post. Important topic.

    Honestly I think it is still the wild west for figuring out how to intersect your promotional website with your Facebook fan page.

    The value of figuring out how best to do this is critical for brands . But it's still to early and unclear to force old school metrics on new social connections.

    My specific ideas on Facebook landing pages as the new promotional website are @ http://bit.ly/b2k4zU

    I blog regularly on this topic @ http://arnoldwaldstein.com

    Thanks again for the post…raises important topics

  72. Hi Tim,

    I'm curious about the surveys you mention in your comments here. Would you mind sharing links to them?

    Thanks Jeremiah and everyone for the great conversation!

    Nancy Garcia
    @digitalng

  73. Hi Tim,

    I'm curious about the surveys you mention in your comments here. Would you mind sharing links to them?

    Thanks Jeremiah and everyone for the great conversation!

    Nancy Garcia
    @digitalng

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  76. I agree with you on this. We need further studies to see how we can measure the effectiveness of Facebook as a marketing tool. Do viral campaigns end up meeting the company's objectives like increasing sales?

  77. @Ashish,
    I am not sure that benefiting from social media traffic falls under the domain of the webmaster. Sure enough the webmaster is operating it, but the skill has to be backed by the strategy and plan of a marketer.

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  79. I think hes right that this might actually help someone but probably not me , though but I can keep the faith anyway really great site though

  80. This seems like a lot of hardwork for limited results not sure if its really worth the investmen of time who know they make some very surprising and important points about the issue which I really find quite interesting

  81. This seems like a lot of hardwork for limited results not sure if its really worth the investmen of time who know they make some very surprising and important points about the issue which I really find quite interesting

  82. I know man this does seem like a lot of hardwork for limited results not sure if its really worth the investmen of time who know they make some very surprising and important points about the issue which I really find quite interesting. Im sure either way they will figure it out though

  83. I know man this does seem like a lot of hardwork for limited results not sure if its really worth the investmen of time who know they make some very surprising and important points about the issue which I really find quite interesting. Im sure either way they will figure it out though

  84. The whole space is still in its infancy. Many of the bigger players are only just coming to grips that social exists. As for getting their corporate heads around how to us it is another matter.

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