Facebook / Twitter / LinkedIn / Xing
Find your Audience on Social Media
Without question social media is a powerful part of any modern marketing effort — but it does not replace a website.
Pages in these networks allow you to create a simple presence on the web lacking the vast potential offered by a professional website. This means your strategy should incorporate both social media and a professional website.
With a website you control everything and you have as much space as you want to convey your message. With social media you cannot control what content or ads that will show when the user visits your page and it could very well be your competitor. Additionally they will be confronted by a wide array of features and functionality that distract and detract from the message you desire to deliver (chat, friend feeds, etc.).
Knowing Your Website Visitors
When you drive traffic to your website you capture rich web analytics about your prospects and existing customers. You find everything about what is working with your site and deep insights into how you can improve it. With a social media page you have weak and lackluster analytics in comparision. These analytics can mean understanding your customers better and delivering more value to them.
The Power of Websites
Pages within social media sites are NOT the equivalent of an actual website. Often a social networking presence is a good way to engage and connect with prospects/client. Ultimately it can be used to drive traffic back to your homebase or website and out of the walled garden. These social media pages can be used in an additive way to engage customers and prospects but they are not a replacement for a digital home base or website. The benefits of a coordinated web effort involving both will only be reaped for those that embrace both.