Facebook offers a connection to the largest volume of local people and eyeballs there is on the web. So maybe it’s enough? Maybe all you need to do is get on facebook, figure out how to use it to your greatest advantage and you’re done your online strategy?
It is an enticing promise, even to me. With all my personal discomfort with the “realtime web” and “social web” If I knew I could count on facebook to retain all the value it has right now I think I’d gladly throw in the towell and learn how to fit in and fit it into my work and life. For more see my previous post on social networking listed at the end of this page.
Here’s the hitch: Facebook is new. Compared to most businesses its BRAND NEW. It is really just the newest jem to appear on the web. The reality is social networking sites will come and go but your business, we all hope, will be here to stay. To achieve that you can’t make your web strategy ONLY Facebook. There is plenty to be learned on Facebook but remember: It is just ONE tool to connect with your customers. Just think if you bet on MySpace as your web strategy a few years ago? You’d be talking to yourself. You’re “friends” on myspace are probably not there anymore. The value you created in your relationships on myspace are mostly gone.
This is where having your own place on the web comes in. Use whatever tools you’re comfortable with on the web to connect with people but when you have specials, offer advice, or show off new products refer to your website. It’s that easy. Get a website. Keep it up to date. Add interesting stuff to it. Mention it in the course of conversation on whatever the social tool of the day is. You’ll be steadily converting your new contacts to customers which will learn about your website and business. Since anyone can look at a website it doesn’t go out of style like logging into your MySpace account to see what your friends are up to.
I’ll give you the bottom line with a simple question and a simple answer.
Q. What tools should you use to connect with customers?
A. Anyone you want. Just drive your followers, friends, etc to your PERMANENT, persistent, and growing web presence; your website.
Here is a list of previous articles I’ve written on social networking:
GoSpotting, Facebook, And What It Means To Be Local
It’s Quiet In Here! What Do I Say?