The article makes clear that many marketers have more success these days with their social media presence than with their traditional “owned media” – their brand sites. The question arises if the new “owned media” will become the Facebook sites where companies invest a lot of effort in these days. …
Many marketers are still not quite sure how and in which way to get engaged in all the social media hype. And if they do, a recent study by the Brand Science Institute shows that 73% had to show ROI figures after 12 months, although only 27% had a clear understanding of who their customers are… and probably none of how they interact on the social web. And 92% (!!!) were not aware of their Facebook dependency…
The expectations are high on social media… and especially when Facebook becomes part of the social media strategy. Posts like those of AdAge suggest that Facebook fan pages will become the new brand sites, or at least replace the importance of traditional brand sites.
And now to the experts… What is your take on this?
Martin, interesting take and a perfect fit to the IBM Web Take-off conference I am just preparing for my employer. I do believe that in a lot of cases Facebook can not replace the web site of a company. But for sure the traditional 1.0 web sites being only a colorful window do need to change. An Exceptional Web Experience means e.g.
– a web site must be personal in the way, that it needs to provide the information the visitor wants. And let us be honest at this point: This means that we do need to analyse the visitors and their clicks … This means data and web analytcis. – a web site must offer the opportunity of interaction. This could mean that you can – if you want to – directly chat with somebod from the company. This means that you can leave comments. This means that in a best case a community or fan page is linked to the web site, either sitting on Facebook or in a own company-owned community. – mobility is going to change the game. Web sites don’t only need to be present at all relevant mobile devices: they need to be interactive on mobile devices, too.
StefanPfeiffer.Blog 
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