Five reasons why brands need more than social media

Social media offers brands the opportunity to connect with all kinds of individuals and communities. If brands are only focusing on social media and not creating regular, new content on their website though, they are seriously underestimating the power of Facebook, Twitter and other networks. What is required is quality content to power those networks, preferably delivered via a blog on the company site.

So if your brand or agency only has social media channels and a largely static website you are missing a trick. Here are five reasons why you need to create content for a blog to make the most of your social channels.

1. A blog gives your brand a voice - If you only focus on social channels then anyone who visits your website and doesn't migrate to your Facebook page will miss out on some vital messages. A blog on your site enables your brand or agency to have a very clear voice and strike up a conversation with people visiting the site in a direct, but informal way. Through the depth of insight, to say nothing of the tone of voice and use of language, it can create an impression which could be the key difference between you and your competitors when it comes to new business.

2. Search Engine Optimisation (SEO) - For your website to feature prominently on Google and other search engines it is imperative that you keep adding content. By thinking cleverly about keywords and introductions you can create content that will establish your site as an authoritative voice about the issues that are essential to your business, and attract a lot more traffic. If you only focus on social channels you run the risk of your site becoming the online equivalent of tumbleweed.

3. Limitations of Facebook - One argument that companies who don't blog often put forward is that they can create feature-like articles and post them on Facebook and tweet about them. The issue with Facebook is that it isn't really that well set up to accommodate posts that are longer than a few paragraphs. It is far better to have the posts on a blog and then link to the posts via Facebook.

4. Limitations of Twitter - One of the questions representatives from brands often ask when setting up Twitter is ‘what should they tweet about?' Well if you create content on your blog you have ready-made tweets which link to the posts. And you can tweet about that content more than once too. If it is appropriate you can also tweet at an individual alerting them to the content.

5. Content ownership issues - If you create content that is then posted on your site it is your content and you own the copyright. If you post that content only on Facebook for example, then there is an issue as to who actually owns the copyright of that content. Facebook may be prevalent now, but in ten years' time it may even be usurped by a rival, or change its terms and conditions to limit what brands can do - or even start charging to house content. It is far smarter, then, to post content on your own blog and syndicate it via your Facebook page. Incidentally it might be worth investigating Disqus which automatically takes any comments made on Facebook and Twitter and then integrates them onto the original post on the blog or website.

Posted by: CMA

Related items:
>Five interesting examples of content marketing in the US
>Should you be using Pinterest for content marketing?

Posted in CMA blog
23rdJul 2013

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