Is your organisations website socially acceptable?
With so much buzz, hype and expectation around everything to do with social media, it is amazing that so few organisations have taken the logical step of making sure their most important online asset – their website – is a serious part of the social world.
Perhaps the main reason for this is, unfortunately, that the social media expertise in most organisations website is not integrated into the rest of the company except perhaps having a fairly meaningless set of ‘follow’ buttons at the top of their home page. Instead, the social media team are left to work on the company Facebook page, the twitter account and if they are particularly far-sighted, a social content publishing platform such as a blog.
In those companies, particularly in the B2B space, who have realised how to leverage the new online communication tools and methods of enterprise social media, a new breed of website is appearing which is proving extremely successful.
So what is a social website?
A social website is quite simply an embodiment of everything people used to call ‘web 2.0’. This means that rather than a broadcast site which looks and feels like an on line brochure, it is a welcoming, engaging and constantly updated site which contains shareable content produced (ideally) from a well-planned content strategy.
And this does not just mean that there is a page called ‘blog’, but that each and every page contains articles and other regularly updated content. This type of content should be mixed in with the more ‘traditional’ content which talks about specific company products and services, and it should cover the related issues which are important to clients: the information your clients want to come across before they have selected a supplier, when they are in their research phase.
What about the other ‘social’ channels?
The beauty of this approach is that all the other channels, such as Twitter, LinkedIn, Facebook, or whatever is coming along next, can all be driven from this content, but with the objective of the traffic flowing back to your main site. That is, after all, where you really need your prospective clients to be.
And the great thing is that this is not difficult to do – regardless of your company size.
Three steps to success
There are 3 simple, but vital, steps to success:
- Create a company-wide content plan which addresses the needs of your customers (rather than what you feel you must tell them about your products and services).
- Involve key staff members from around your company in both the process of content creation, and the dissemination of this content through their own social networks.
- Rework (incrementally rather than wholesale) parts of your site to accommodate this new shareable content.
The result will be higher visibility, earlier engagement with prospective clients, and ultimately, better success for your business. At eSocialMedia, we have helped many customers through parts of this process so if you are having difficulty getting in started in your organisation – just get in touch at firstname.lastname@example.org.