Social Media and Your Website

When it comes to engaging an audience a company has several options: social media, a website, brick and motor stores, and traditional advertising, and of course everything in between.

Recently JWT Intelligence issued a trend report about the rise of social commerce, and specifically the rise of Facebook commerce. Although this is a rising trend with the millennial generation, it should be remembered that not every audience is using social media for these purposes. For example, KubasPrimedia's recent Major Market Retail Report (MMRR) cites that during during the 2010 holiday season only two per cent of US online orders where a result of social media.

KubasPrimedia’s report provides data that suggests many marketers are ignoring the brand's website and focusing marketing efforts on social media. But as this report points out, social media is a loop, a conversation, and without a strong end, the company or brand's website, the loop is incomplete.

A great of example of balancing websites and social commerce is Biotherm Canada. The Biotherm site has an e-store, a customer feedback section where customer concerns are addressed, and of course ample information about products. Biotherm does have a Facebook page and Twitter account. The Facebook page has great information about the products and has a link to purchase the items from the Biotherm store (located on the company’s website). Biotherm is doing a great job of balancing both its social media presence and its website. My only observation is that the Biotherm website does not have link to the company’s Facebook or Twitter. Having this option would allow a better communication between the two online elements. 




More Info:
Marketing Magazine: Get Off Facebook and Pay Attention to Your Website: Report 
JWT: JWT Explores Rise of Social Commerce