While everyone’s talking about social, mobile and local, the notion of the web site has somewhat taken a back seat. There has also been lots of commentary that perhaps web sites would just go away and everyone would build their sites within Facebook. I for one, am not convinced that’s a very good idea. Sure it’s great to have a presence in Facebook, but to give up all control and not have a web site for your business? That’s crazy.
John Bell who writes the Digital Influence Mapping Project blog has published an excellent article entitled, “4 Reasons Your Web Site Sits at the Heart of Your Social Strategy.” John lays out four reasons why your web site must remain at the core of your social strategy:
- You want to build trust
- You need to won the right search shelf-space
- Your CRM program is important to you
- You may someday sell via eCommerce
Given that the world is moving more and more to a digital environment, having your own web site and keeping it fresh and innovative will be critical to the success of many, many businesses. It’s hard to imagine even the most staid, traditional, analog business not having a good web site in today’s environment. When you read that even Caterpillar has a major social media strategy and web presence in a highly industrial and blue collar environment, you know the world is moving more and more to a digital environment.
For many businesses it absolutely makes sense to engage and experience with a Facebook page presence and conduct F-Commerce like P&G, but don’t let your web site lag behind. I believe you will come to regret it at some point in the future if you do.