I’ve talked before about the way social media has changed things for businesses. Social media brings a “real-time” online impact to a company. It has shifted communication from “one-sided” (where only the company talks) to two-sided, meaning companies that want to thrive need to engage and answer the questions from interested visitors and followers, or risk losing them as a customer. Social Media has enabled small and medium sized businesses to reach farther, deeper, and wider than they ever could before to extend their customer base, understand their clients, and deepen loyalty. The key, however, is in managing the social media side well and integrating it into one’s overall marketing strategy because social media alone is not a complete online marketing strategy.
One of the key ways social media can benefit a business is to attract more of the ideal audience of a company. The key then is bringing that conversation back to the website, i.e. the home base, of a business online. The more a business can drive traffic to their site, the more opportunity they have to manage the conversation and interaction with the visitor. A valuable way to use social media at its best and increase traffic to one’s company website is to bring the social media network “within” the company website.
Where once the social media conversation needed to take place solely on that network, now a brand can engage with a fan on a network like Instagram or Pinterest, but they can also bring that conversation to their website by using apps to embed those social networks right inside of a page on their website. This allows for a conversation that is seamless in either location, on the social network or on the website, and ultimately allows the business to more creatively use the social media integration in their website. The value to a business is that they can leverage social media on their site, as well as bring more interactive and engaging components to their existing website, all without any significant web development costs.