In the rush to get websites integrated into social media, many have skipped over the crucial step of developing a strategy for social media.
I have gone to a number of websites and followed the social media link only to be confronted with a login page to Facebook or LinkedIn. In some cases the social media link takes you to postings that are six months old and in an obvious state of neglect.
The biggest question should be, do you really want to take your website visitors to another website like Facebook with the very likely risk that visitors will never return to your website again?
My advice would be to create a comprehensive digital strategy that takes into account social media opportunities like LinkedIn, Twitter, Facebook etc. Your digital strategy should start with primary objectives for your online presence. Typical goals, or “website conversions,” could include: driving more new leads to your sales team, selling more items on your catalog, and getting more people to register for a newsletter.
Your digital strategy should determine what role social media will play in achieving your goals or website conversions. Your approach to social media could be radically different depending on your established goals and this will change how you integrate social media into your website.
