The New Company Website
Posted by jodee14
Chapter three of Socialnomics was a perfectly-timed read for me this week. In this chapter Erik Qualman explains that email is on its way out, referring to the decline in the use of this technology by Generations X and Y (p. 46). He also points out that websites are serving different purposes these days, they should no longer be the sole means of online information about a company:
… [A company] could be in communication with fans and consumers on someone else’s database (Facebook, YouTube, Twitter, etc.). Yet, many companies fail to grasp this new concept. They build elaborate YouTube or Flicker pages, placing callouts and click actions that send the user outside the social network, often to their company website (p. 48).
Qualman vividly compares this antiquated strategy to the following…
It’s analogous to meeting a pretty girl in a bar and asking if she would like a drink. When she responds “yet,” rather than ordering a drink from the bartender, you grab her and rush her into your care and drive her back to your place… (p. 49).
Okay, so we all get Qualman’s point, but why was this read well-timed for me you ask? Well I would just love to share… A friend of mine introduced me to her photography business this week. It is a small, hobby business, but growing quickly and earning her a nice supplemental income. Over lunch we were discussing new businesses, marketing them and the-like when she happened to mention she didn’t have a website. (Gasp.) I had to hide my surprise and the inner-dialogue, What is a snazzy little photography business doing without an equally-snazzy website?! Well, as I found out later, the answer is quite a lot.
After lunch we scheduled a time for her to come and take pictures of my kids the following evening. The next afternoon I noticed a Facebook message from her suggesting I “like” her page so that she could “share” with me a sneak-peak album she would post after the shoot. Hmmm, now you have my attention. Absolutely, I will like that page right this minute… task completed.
After an hour of photos and lots of good chatting, my friend headed home. The next morning I checked Facebook, thinking she couldn’t possibly have anything posted already. Yet, there they were, a dozen or so darling shots of my kidlets. And the marketing beauty of it for her little business? All I had to do was hit “share” to post them to my wall along with the link to the original album located on her Facebook page. Twenty-four hours later, dozens of my friends and family had commented about the photos and quite likely browsed her business page. A page that is updated almost daily, unlike most websites, with new sneak-peak albums… all spreading kiddo-cuteness among family and friend networks. THAT, my friends, is brilliant and in this particular scenario MUCH more effective than a static website.
The best way for me to summarize this lesson is to finish with Jack Molisani’s frank comment in Is Social Networking for You?: “Why should your company have a Facebook presence? Because that’s where your audience is” (p.10).
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