It is certainly no secret that most marketers have jumped on the social media bandwagon at this point. Many companies and brands have developed and are executing social media strategies. They’re posting on Facebook, Twitter, Instagram, Foursquare and more in an effort to be present in the same online spaces as the consumer and their customers. But fewer people have figured out how to integrate this strategy with their websites and blogs.
Social media may be one way you are spreading marketing messages to the world, but your website is where you have the most control over your brand presentation – and in most cases- is where businesses convert and drive sales. In order to build an effective online reputation and spread your brand messages, it’s essential that every part of your online strategy work together.
In an article written by digital marketing specialist Anton Koekemoer, he writes, “In my opinion, any business not taking advantage of a website and a blog is making it very difficult to convert their social media engagement into a tangible transaction and therefore experiencing only limited success.”
In other words – business can’t afford to just do social media or just concentrate on the website. To ensure success, businesses must integrate social media with their websites to drive transactions and make connections to their customers.
Making Social Media Part of the User Experience
Today, social media is firmly part of a user’s experience online. Smashing Magazine writes:
“The user experience does not occur within a single channel (such as a website or Facebook page). Users move between multiple channels and so all of these channels need to be designed as one consistent user experience.”
Despite this, most websites fail to integrate various social channels. And although social media channels are great at driving traffic to a brand or company website, few websites return the favor and drive traffic back to the social media channels. In the same article in Smashing Magazine, Paul Boag writes:
“There is a reason why marketeers are increasingly including the Web address to their Facebook Page in ads rather than the website itself—it is because if they drive traffic to the website, it rarely makes it any further. This is because as Web designers our thinking about social media rarely moves beyond slapping a “share this” button on the bottom of each page.”
Give Your Site a Social Life
Harnessing the power of social media and bringing it back to your website can not only help to drive higher time on site, higher rates of engagement and sharing of social content, and hopefully, better conversion rates, but it can also allow brands to fully connect their online presence into a cohesive digital strategy.
This lets brands to bring conversations back to their own website, better communicate with their community and leverage user generated content.
User experience expert Paul Boag writes: “That is the main point I want to leave you with. Your website should be the hub of social interaction, not sitting on the sidelines. It has the potential to draw together conversation across multiple networks and allow users to interact with friends, whether buying a camera or sharing an inspirational quote.”
Thanks to APIs from many of the major social networks, there are increasingly more options for HOW to create a website that is “social by design.”
>>Learn more about using Postano to integrate social media into a website
Social Media and SEO
Another benefit of incorporating social media content into your website is for Search Engine Optimization (SEO). With recent changes in Google’s algorithm, social signals are weighed heavily in determining search rankings.
Learn more about social media, search marketing and Postano:
- Download our free Social SEO whitepaper
- Optimize your Social SEO with Content Marketing
- Social SEO: How to Optimize your Social Media Presence for Search
- Social Media and Search Marketing
>>Learn more about Postano’s social SEO plugin that can help boost your search rankings for organic search terms
Companies Bringing Social to Their Websites
Nine West is one of many major fashion brands to see the revenue driving and brand building potential of Pinterest. With Pinterest driving more traffic and revenue than Google for some brands, the fashion brand wanted to find a way to bring part of the Pinterest experience back to their own website.
Nine West is using Postano to aggregate and style content from Pinterest and Twitter and bring it back to their website automatically. Users can share and pin content directly from the website (where retail transactions occur) back to the social media channels where consumers spend their time online (thus driving more traffic back to the website).
Nike 6.0 (Nike brand that focuses on action sports), appeals to their younger demographic by featuring social content as a main feature on their homepage. Nike 6.0 is bringing in Facebook, Twitter and blog content to keep their homepage constantly fresh with new, interesting content that their community can engage with from their website.
Timberline, an Oregon ski lodge and resort, uses Postano to pull Facebook and Twitter content back to their website – automatically and in real-time. With super engaging content featuring videos and photos, Timberline not only exposes their social media content to a wider audience (and allows that audience to share directly from the website), but it also integrates the Timberline community back into their web presence.
IBM created a microsite they are calling the “CMO and CIO Leadership Exchange.” Aggregating and incorporating content from blogs, Twitter and YouTube, IBM is using hashtags and social media to help spur and contribute to conversation directly from their own site.
Much like IBM, the Future M is incorporating community and conversation back into their website through the use of hashtags. Using Postano to pull tweets with the hashtag #FutureM under a tab called “The Buzz” in their website, the brand is able to pull all the conversation and buzz surrounding their brand back to their site in a visual, elegant, engaging way.
SIFE (Students in Free Enterprise), a student organization for future business leaders, is pulling in Twitter and Instagram content to their website with the hashtag #SIFEUSA using Postano – creating a community powered area of conversation and content on their website.
By using Postano, SIFE USA was able to easily pull together content from multiple social channels, “unpack” that content (pull the media from behind tweets) and style it to match their website. The beauty of Postano is that once you’ve embedded the stream of content, it updates the website automatically, as new social content is posted to the various channels.