Social Media Matters: Web Content vs Social Media Marketing

In 2014 companies have multiple outlets and strategies to choose from when it comes to marketing, advertising, or just getting exposure from a blog they manage. One debate that has become a tug of war over the past year or so is what form of marketing is better. Should businesses continue using SEO and Google Adwords or change their strategy by looking to social media and other forms of digital and mobile marketing? Even for the average blogger who is looking to make a few dollars as passive income, what is the more effective game plan that will get them noticed and the results they want?

Web content continues to be the main focal point for businesses, as SEO is still relevant and effective enough to bring in money and customers. However, in the digital age and the evolution of social media, companies have to straddle a fine line between posting content that is engaging, but not so long that readers lose interest and stop reading halfway through the article. The title can be enticing enough to click on the link, and companies might be posting really informative content, but article length does pose a potential issue if their clientele need visualization more than text.

As a blogger and former sports editor, writing content worked because fans wanted to read about their team. The sports industry does well when it comes to web content because sports fans can’t get enough of the rumors and news surrounding their favorite team and organization. But how about the companies that are in industries and business sectors that don’t have avid fans and customers that want content about a service or product like an endless supply of chocolate cake? Where do these companies turn to gain interest into what they’re selling? Social Media.

A simple fan page on Facebook and a Twitter account is enough to attract potential customers for two reasons. First, businesses can specifically target an audience that already has interest in the product or service. The keywords that are used when creating a promotional ad for a Facebook fan page targets users who like similar products or have certain interests that pertain to the same industry and activity. This allows companies to focus more time on potential customers who might buy into the service or product(s), and invest less money into their marketing strategies.

Second, the content that can be posted on a Facebook fan page or Twitter account is actually more informative and direct due to the creativity businesses have to employ. With Twitter allowing users to post tweets with 140 characters or fewer, what is being said has to be precise, making it very clear to the reader what the company is trying to sell. Facebook is similar as well. One paragraph with a link or picture and video of the product is more effective than a 1000 word article posted on a website. If a service or product doesn’t need to be explained thoroughly, social media is the better route to take because of it’s directness and it’s ability to help the customers and followers visualize.

It really comes down to the clientele. If they want to visualize and watch, social media is going to reap the benefits more than just web content alone. Also, social media allows more interaction with both the customer and company as it’s more personal and engaging. Questions can be asked and information can be given out and received without the customer or follower reading a long article that possibly jeopardizes the chance of that viewer buying into what the company is selling.

As a customer myself, and a social media marketing consultant, I truly believe web content needs to reinforce the social media aspect of a marketing strategy more than dominating it. More people use Facebook and Twitter than Google and other search engines. It’s time to make the switch and plunge into the digital and mobile age.

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