Is Facebook Killing Corporate Web Sites?

By Mark Evans - Friday, November 25th, 2011 at 6:49 am  

As more companies drive consumers to their Facebook Page, does it mean the corporate Website is going to fade into the background?

As Facebook continues to evolve its services, the need for corporate Web sites may start to shrink. Unless you have an e-commerce element to your Web site, Facebook can meet most of a user’s needs.

Clearly our love and adoption of social media has started to impact the need to communicate with companies and brands on their Web sites.

This has unfolded as Facebook has given brands the opportunity to create pages that have more bells and whistles. The customized tabs mimic a Web site, and let information, contests and multimedia content to easily exist.

The logic is simple: why would a Web user leave Facebook to travel elsewhere? They are voluntarily choosing to spend so much of their time logged in to and engaging on Facebook. Brands need to migrate more of their Web activity and communication tactics to social media, rather than try to trump it.

As well, brands that do not rely on e-commerce may want to look at investing more in their Facebook strategies. This is not to suggest companies should stop running their Web sites but it time to realize they have to put more money and time into managing fan pages, and connecting with their audiences on Facebook.

Corporate  Web sites will not be the “radio killed by the video start”, but the reality about social media is you need to anticipate trends. Your audience is telling you where they want to be and how they want to be communicated with. It’s time to listen.

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5 Responses to “Is Facebook Killing Corporate Web Sites?”

  1. Colin says:

    The corporate website will continue to be the repository for deep robust content. However a factor I think most companies are not considering is how to re-structure their sites. They need to consider compartmentalizing their websites. To use common terminology, companies should consider the micro-site approach to their corporate web presence.

    Facebooking/tweeting about a product? You need to be able to post\tweet out a link that sends the stakeholder to self-contained pages related to that product. Recruiting via facebook\twitter? You need to be able to provide a link to HR-specific pages. Those pages should not be cluttered with navigation to every single area of your business.

    Far too many sites are still caught up in the old-school approach of attempting to present a view of the entire company on every single page.

  2. This is a very interesting subject, thanks Mark, Sysomos!
    Facebook is definitely changing the web architecture. Depending on company’s current web presence, especially new b2c businesses should seriously consider facebook-centric approaches which are scalable, affordable, constantly improving, and alive within few hours. And finally, Facebook is the forum where their customers most likely spend time.

  3. itsik says:

    great question, however, as a service provider in this industry, I would highly recommend to maintain a website the client has control at all times. With the recent modifications on Facebook platform and design, you never want to be dependent on third party services and get caught un-prepared.

  4. Mark Evans says:

    Colin,

    Thanks for the insight. You make a good point about Web sites having to evolve as social media becomes a part of the marketing and sales mix. As much as Facebook Pages are moving forward, Web sites need to do the same. cheers, Mark

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