Is Social Media replacing my Website?

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Since I have written a couple of articles on my experience with social media, "Down the Rabbit Hole" and "It feels like a Maze", I thought I would write a final note to summarize what I have discovered through the process. There are massive amounts of information in and about Social Media.  How do you do this.  How do you do that.  But not, "Why do you do this?"   While I was still wrapping my mind around the various platforms and why I should use them, I started to wonder about my web-site.  An article I read said that  about 85% of people that hit my home page do so on a mobile device.  Then I read that some people are moving to a one-page web site in response to this. This leads to the question, "Is Social Media a replacement for my website"?  My answer is No.  When I thought of the web site as part of my social media package I started to see how they can work together. .

 

Integrating Social Media and Your Web site (LinkedIn and Facebook)

My LinkedIn Model

I received a referral to a new client who I have not spoken to.  My center of influence had mentioned my name to him.  I thought about what I would like hiim to do to learn more about me. At tht point, the integration fell into place.

LinkedIn

This is really my online resume.  As people embrace the SM space these profiles will become much more detailed. I would be happy to have the referral look at my profile.  While it has the additional functionality of Blogs and posts, it represents who I am.

My Website

  • This tells him what I do.  It has lots of additional information to help people see what we offer and how we work.
  • This is also is my service platform. The information that clients seek is typically different than the information sought by prospects and clients will be more likely to call than check the web site unless you have new information that they find timely.

As I considered this, I realized that I should re-organize my site (soon) making a home page to cater to Social Media, reducing the bounce rate and re-organizing the balance of the site for Service.   

Twitter

Twitter represents What I think about. Twitter also has a unique property. I can attach my live Twitter feed to my web site, showing my posts and my blogs. This makes it easier to know more about me. I feel compelled to say that Twitter still feels alien to me. I feel like a person could develop another strategy around Twitter, but for now, I have found a use and I do not need more work.

 My Facebook Model

As I started into Social media, LinkedIn was described as a Business Platform and Facebook as a Family Market Platform. While I agree with this, the structure of the platforms is quite different. As I stated, my LinkedIn is my resume. I do not use a Business Page on LinkedIn nor do I plan one.

Facebook

  • In Facebook, I do not share my personal page, but I do have a Business Page.

  • My Business Facebook Page is the key to Facebook. This page is limited in that it is a feed of my posts and ideas. it allows us to work with a targeted group of people. 

  • Facebook provides us with an opportunity to encourage dialogue with these targeted readers

Website

  • As with the LinkedIn model, my website serves the same purpose.  

Twitter

  • You will note that similarity of my Facebook feed to my Twitter feed

  • The posts on Twitter are the same as LinkedIn, but not the same as the posts on Facebook. To be honest, we are finding that Facebook is more difficult to build an audience around.

  • We intend to develop a strategy for our Twitter posts, to drive traffic to our Facebook page.

Posting versus Blogging

I felt that these comments deserved there own space

  • Posting is the sharing of articles that you think would be of interest to your clients and prospects. This is an easy step and good way to start building your social media presence. Remember that your first priority is building an audience and you may not have time to blog

  • Blogging is writing your own material. If you are like most of us, this may seem pretty challenging. Over the years each of us has shared ideas and concepts with clients. These become “our” ideas. Try putting some of these ideas or stories on paper and they can become the basis of your blogging initiative.

  • Frequency:

    • Blogs: For myself, I intend to try to Blog something 8-9 times a year. Some people may start with once a quarter. Over time it should become easier

    • Posts: Start with one a day all platforms. I have seen numbers that say you should post 3 times a day on LinkedIn and 10 times a day on Twitter. Good Luck. I think I will be happy continuing with my meagre offering. One per day, sometimes more if I see somelthing of interest

I think that blogging is one of the most valuable toosl we have to make an impression

What have we learned?

Having identified the functionality of these tools, my partner Michele Wells and I have determined that we need both a marketing strategy for business that is different than family. This will allow us to maximize the opportunities and benefits of the various platforms:

  • We feel that we have an understanding of the tools at hand and how to use them

  • We are excited about the future as we implement changes and improve our website

  • We now recognize that we have tools to drive traffic to the website....

  • We have to improve our CTA-Call to Action in our posts. This is how we will increase our attempts to engage propspects

  • I have decided I am ready to tackle LinkedIn Navigator

  • We still need to figure out how to manage the endless flow of information

  • And yes, we will continue to build our audience

Connect, Connect, Connect