"Where Should my Content Live?"
Thursday, August 08, 2013

"Where Should my Content Live?" Featured

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It’s no secret that content is king. Not a day goes by where were not busy generating content in some form for our clients. We often here, “where should my content live—Facebook or my website?”

Our general answer is: both. Don’t neglect one over the other; rather, connect them all in ways that make them work together to drive engagement, SEO and consumer education all at once. With the rise of social media, platforms like Facebook, Twitter, Pinterest and Instagram are chipping away at the market share of one of strongest tools in your communication toolbox: your website. With recent stats showing Facebook having more than 1.1 billion users worldwide, it’s certainly tempting to drive your core customer to your Facebook page over your website. Not to mention it’s a lot easier to curate your news and opinions using Twitter.

While we leverage a lot of consumer engagement across many social channels at Tilson, we also like to remind our clients not to forget about the benefits of updating and keeping your website relevant. It’s not only a portal for consumers to learn more about your brand, it’s the first stop most media make when they’re researching your brand for their editorial journey.

 

When trying to decide where your content should live, consider these three things:

 

Be Dynamic

Every piece of content you put up on FacebookTwitter and even YouTube should be viewed as dynamic. It will change the moment after you hit submit based on the ability for your followers to immediately comment back and shape the direction of the conversation. Ensuring a team member is paying close attention to every post, tweet and comment will help your brand personality to shine.

 

Keep it Real
The key to transparency is honest dialogue. But what happens when consumer opinion casts a negative light on your brand? We’re often asked about removing or hiding negative posts. Our general rule of thumb is this—the Internet is built for opinion. As long as someone isn’t offending your community or violating your brand’s terms and conditions, we suggest leaving comments in tact. Negative posts often times offer a great opportunity to set the record straight, converting a dissatisfied fan into a happy one.

 

Stay in Control
People believe that social media is free. As with most things, of course, there’s a caveat. Content you put on your website is wholly owned by your brand. Content you put on Facebook, Twitter and most other social platforms, on the other hand, becomes theirs. Be mindful of what you publish where, so if push comes to shove there is no question as to who really owns valuable content, photos and video you’ve spent time and money curating.

 

In the end, smart and meaningful content can live across your website and your social channels. It should all work together to ensure your brand is maximizing all touch points to educate and engage with your consumers in ways that make sense.

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Tracy Tilson

President

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