Websites or social networks? What’s more important?

When building our digital footprint, we must prioritize the website development, adding then a strategic communication plan on social networks. The opposite isn’t valid, and I explain why.

Maria Cunha
Nov 27 • 3 min reading
Websites or social networks? What’s more important?

Nowadays there are more and more options and tools we have regarding digital communication, and we often lose the focus on what is essential and what is the priority so that we can communicate consistently and effectively with those who follow us and are interested in what we do in order to leverage each business and impact the highest number of users.

Notice, when we do a Google search and we can't find a company or person, we have some doubts about. And in my point of view, when only the Facebook profile appears, the credibility is not so strong. Beside that we are limited only to the information that this or that social network wants to provide about us.

Having a good website should be the # 1 business card, should be the priority platform to communicate and to be a gateway in the digital environment, whatever the business area is. A website is and should always be the center of the digital brand ecosystem, of a person, or a business, that feeds and is powered by other platforms.

If I only limit my strategy to making content available on social networks, how can I impact those Portuguese people who have not created any profiles or intend to create? Can’t these ones get to my content or business? According to a Marketest study about 5.3 million Portuguese actually use social networks. But what about the remaining almost 6 million? With these I can't communicate if I don't have a website. And we must do the same logical exercise in the face of a business internationalization strategy.

Facebook or Instagram, for example, limit the size of images and the number of characters in a post promotion, or even the time of a published video… they control all the content and how we should promote it. On websites, we have the creative and strategic freedom to do it more advantageously and efficiently, meaning, we publish the content we want, as we want. Obviously, we can and should continue to use social platforms to achieve the desired reach and engagement levels, however, the content there acts as teasers for the users that will want to know more.

I finish with the main advantages of having a website:

  • A site is accessible to anyone, not just to users who have this or that profile on a social network;
  • If tomorrow, a social platform “disappears” or loses relevance takes all the contents of all profiles with and we lose access to everything;
  • We are not dependent on external platforms and their stability; the constant attacks they suffer that endanger the safety of their users;
  • It provides information about the business, the team, the products and / or services, or whatever… in a more strategic, complete and structured way;
  • If we have an internationalization strategy, I can make my content available in the language we want on hte website. On a social platform we are limited to only 1 language;
  • We can quickly post our site content in every social network. They remain strategic and very effective working tools if they are well fed and articulated with the sites;
  • We are building a strong brand asset in my site that is up to me to manage, a organized content history that is not only subject to a promoted post that in a while no one will ever see, it is ephemeral…disappears.
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