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Are Facebook Company Pages Replacing Business Websites?

Facebook Company Pages and Business WebsitesA debate is brewing among traditional website firms and social media experts about whether business websites are still necessary in light of the rise of Facebook Company Pages.

At the recent ILM (Interactive Local Media) East conference, keynote speaker Maz Sharafi, Facebook’s Senior Manager of Local Monetization, cut to the chase, asserting that with the advent of Facebook Company Pages small businesses no longer need their own websites. It is an interesting argument given the quick rise in Company Pages and the desire small businesses have to invigorate their outreach to existing and new customers using the social networking site.

Facebook Company Pages certainly have their advantages. They’re low cost and quick to implement. Pages can be easily updated with new product information, specials, and offers. Plus, “fans” of your page have their own network of friends and, when they “like” your Page, it allows your business to reach a considerably larger audience.

While Facebook Company Pages should be a key component to any small business’ online marketing strategy, they will certainly not replace your website. Here are five reasons why you need to maintain your business website along with your Facebook Company Page:

  1. Now that you have registered your website domain name, what will you do with it? Your domain name brands your business—it needs to be on your business card and other marketing materials, and it needs to be linked to from your Facebook Company Page.

  2. Users still look for business websites on search engines—Google is not going away.

  3. If you don’t have a website found in Google’s search results, users will find your competitors’ websites instead.

  4. You want to maintain as much “real estate” in the search engine results as possible—let users find your website, the link to your Facebook Company Page, and your search engine map and business listings. The more places you appear, the better the exposure for your business!

  5. Search engines frequently change their results algorithms—will both your website and link to your Facebook Company Page be easily found at all times?

Take advantage while you can! Statistics show that anywhere from 20% to 50% of small businesses do not yet have a website . . . and even more are not on Facebook.

Websites are not going away—so be sure to maintain both your website and Facebook Company Page, which can be used interchangeably. For example, on your website, you can direct users to “like” your Company Page so they can stay apprised of your current posts, offers, and so forth. Conversely, you can use your Company Page to direct customers to your website, where they can make a purchase or read more in-depth information about your products or services. If you choose one over the other, you will only serve to limit your exposure—so do both!


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    1. Hi Kerry,

      We have had several clients recently ask us to remove their existing website and go with a Facebook only presence. As we questioned them as to why, it was because their current website was generating zero traffic. When we explained issues with respect to SEO, link building, and content, they suddenly had a renewed interest in their website and how it could partner with a business Facebook presence.

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    2. You’ve hit on one of the biggest mistakes small businesses make when they launch a website! They assume it will begin to generate traffic just because it’s “there.” But is it really? In order to be fully accessible on the Internet the basic elements of SEO have to be implemented – keyword density, search engine submissions, directory submissions, back links and blog posts.

      In the meantime, while organic presence improves, a great way for your client to realize immediate traffic to their website is to promote via a paid search marketing campaign. They should also be directing users to their website from their Facebook page.

      Sounds like you’re on the right track and have already convinced them on the benefits of retaining their website. Good luck!

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    3. Facebook is helping us a lot in so many ways.

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    4. That’s great to hear! Would love to know how you have used Facebook successfully for your business.

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    5. Facebook is one of the best ways to get your business noticed. I still need to create one for my business. . . .

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    6. Very true! 69% of consumers are more likely to use a local business if it has information available on a social network like Facebook. At Web.com, we have developed professional, customized Facebook Company page offerings starting from only $40 a month.

      If you would like to learn more about Facebook Company pages or get started with one today, go to http://www.web.com/marketing/customfacebookpage.aspx or call us toll-free at 1-877-501-2825.

      Thanks for reading Syed!

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    7. I agree with all of this, but in addition my own focus and experience is related to the power of using short-form video as a key content driver for both social media and “traditional” websites.

      The power of video to attract interest, maintain engagement and engender memory retention of marketing messages and key information has been well proven by the stats of projects that I’ve been involved in since beginning to focus on social-based video content in 2007.

      Add to that the ability to integrate YouTube with FB and Twitter, etc. and you have an extremely potent and effective bag of tricks—and also the ability to embed YT content directly within the website itself.

      And providing you’ve originated the video content in HD, then you also have the ability to multi-purpose the same content in a variety of different formats, including PDF embedding which makes for great mailers, etc.

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    8. Kerry – where does the 69% stat come from? Is that your own research or some other publicly available resource?

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    9. The source of the “69% of users are more likely to use a business if it has information available on a social networking site” statistic comes from TMP Directional Marketing’s September 2010 Local Search Usage study. Thanks for asking the question – I should have noted this prior!

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    10. Thanks Kerry :)

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    11. I think Facebook fan pages really work well. Getting people to comment on my photos helps me reach a larger audience and tagging them helps my business to expand. :)

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    12. Great tips, Adrixe – thanks for your input!

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