Can A Website Be Replaced?
Facebook has gained popularity with many companies, and is starting to give advertisers more options, so the question arises- is it worth leaving the website behind?
It depends on what you’re using it for.
Facebook has gained extreme popularity with recruitment sites. For example, career sites looking for recent graduates see Facebook as a way to engage with them.
Coke states that their Facebook has a better presence than even their website, so they have moved some campaigns straight to Facebook. They would rather build a community then create a home page for each campaign they come out with. Coke’s Interactive Marketing Manager states:
“We would like to place our activities and brands where people are, rather than dragging them to our platform.”
Even the San Francisco government site has started switching to Facebook. They’ve come to realize that it’s easier to reach their demographic on Facebook, and that they can have more conversations that way. They’ve moved all their services available on their website right to their Facebook, including paying parking tickets. However, their home page is still far from disappearing, and still offers additional information not found elsewhere.
Facebook is great for capturing a specific audience, but it really depends on the brand and what they’re trying to achieve.
Some Pros to Having a Facebook Page:
- Over 400 million active users
- Free to host and share
- Can use the Facebook platform to build a site
- Can create events, contests and surveys
- Can contact all users straight through Facebook
NEVER HAVE FULL CONTROL OF YOUR CONTENT.
Should a Facebook page replace a website? No, but it should certainly be integrated.
Users still assume when they type in a website URL they will find the page for the brand they are looking for. Even when websites aren’t used to host most of the brand content they should still be used as a landing page. Coke’s Interactive Marketing Manager establishes this as well:
“In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.”
Users have stated that they don’t want to have to search Facebook, then Twitter, then YouTube to find out brand information- they want to go to a homepage and get linked to the rest. While the website should still be the go to place, Facebook should be the compliment. Brands shouldn’t stop their either, they should utilize any other media they can too.
The best way to win a customer through social media is to engage them in any way possible, so why limit engagement to just a Facebook page? Or for that matter, just a website? With so many social media tools available, brands are better off integrating multiple services and networks, then relying on just one.