In recent times there have been many cases of Whatsapp or Instagram "Down". Just a few days ago it was Instagram that drove many brands crazy, and thousands of users saw their accounts blocked, or the number of followers decreasing dramatically because of a system error. At these times, where does control of your business lie if you only communicate on Instagram? Or on Linkedin? Can you imagine the impact if one of these platforms disappears overnight? Maybe I'm being too radical, but the truth is that nothing is impossible these days, and it's better to be safe.

I am an advocate that when building our digital strategy, we should prioritize the development of a digital hub - the website. Nowadays, when I do a search on Google and I can't find a certain company or person, I get suspicious right away. And when only the Facebook or Instagram profile appears, the credibility is not so strong and I'm limited only to the information that these platforms let available, and not to the information I often want or need.

The websites are (or should be) your first business card. They are directly related to the reputation that we want to give to brands. They are the "main entrance door" to the companies and the invitation to enter, whatever the business area. They must, of course, be interconnected with the other digital touch points, in an effective multichannel strategy, but you can never put all your "eggs in one basket", through a single medium that depends little or nothing on us.

I leave you with 5 tips on the importance of centralizing your communication strategy on the website:

1. More control because you are not dependent on external platforms and their stability, the constant attacks they suffer and that jeopardize the security of your users/clients. Not to mention that... if from today to tomorrow, this or that social platform "disappears" or loses relevance, it takes with it all the content of all the profiles and loses access to everything it has built.
2. Greater relevance of content since you provide information about your business, the history, the team, the products and/or services ... in a more strategic, complete and structured way, so that the market sees you in the right way you want to present yourself.
3. Autonomy in the look&feel and graphics that will provide users with a more personalized web experience. In social networks, the experience that your brand provides is very dependent on the parameters, rules and limits of the platforms themselves, which are the same for everyone. It is more difficult to stand out and differentiate yourself.
4. Increased reach because the site is accessible to any and all users, not just those who have this or that social profile. Why limit your communication strategy to only those who have this or that social network? What about all the others who don't, and don't want to? The same happens in relation to the internationalization strategy, since on the website we can provide content in the most strategic languages for the business (also optimizing SEO). On a social platform we are limited to only 1 language.
5. Better SEO positioning, more visibility. If you regularly produce quality informative content on your website you will be seen by Google as "an authority in that particular subject" and organic results can be surprising. But if you do it only on social media, the content is not searchable on google, and no one will ever find it again (zero SEO).

The website is the strongest asset of a brand in this digital age, and that only depends on you to manage, and the right partner you choose, of course. On it you can have a tidy and consolidated history of content, which is not subject to a promoted post that no one will ever see again, or that no one finds... it's ephemeral... it disappears. On the site you also have a content archive that reflects the history of your business, so that your digital footprint lasts and lasts.