Thomas Crampton

Social Media in China and across Asia

Will Facebook kill the corporate website?

Mar 27, 2011

Had an interesting discussion with Jamie Yap of ZDNet who wrote about whether Facebook will kill the corporate website.

Some points we discussed (as quoted by Jamie):

This tide of corporations flocking to the social media platform to capitalize on its massive user base, and Facebook’s push to promote its e-commerce capabilities through its Credits program, indicates the social network’s emergence as an e-commerce force, “[essentially] Facebook commerce or f-commerce”, said Thomas Crampton, Asia-Pacific digital influence director at Ogilvy.

He said in a phone interview that companies are increasingly questioning the need to have separate corporate sites when the bulk of interest and traffic from customers goes directly to their Facebook pages.

Like Evans, though, Crampton expressed reservations of companies going solo with Facebook pages due to the lack of ownership and control over the data it posts on the site.

Ogilvy’s Crampton added that “the days of a single corporate Web site are finished”. He pointed out that there’s a need for third-party platforms that’s where people are gathering and making decisions.

He suggested companies to “tie the two together” by capitalizing on the advantages of social media platforms while enjoying the security of having its own corporate site. A Facebook page, for example, can drive customer traffic to a corporate site, he noted.

Crampton urged organizations to tap all relevant social media platforms to connect with their audience. This is because Facebook may not necessarily be the right platform in markets such as Japan.

He also pointed out that businesses need not care whether a transaction was done on its Web site or Facebook page because, at the end of the day, they have “got a customer”. The “crucial part is in the user experience”, and firms should ensure this is available on all their online platforms.

“The corporate Web site will outlive Facebook,” he surmised.

Do you agree?

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Discussion

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View Comments for “Will Facebook kill the corporate website?”

  • AugustineThomas

    This is so 2011 you guyyyz!!

  • A Facebook page, for example, can drive customer traffic to a corporate site, he noted.

  • Thnx for imparting the article. It is really opportune as I am trying problems of the kind, also I'm actually planning attempting this myself.

  • Interesting post, thank you for posted!

  • Even if it is just for window-dressing, even if a larger part of the old functions disappear for the corporate website as traffic, conversation and your stakeholders splatter all over the interne

  • Excellent piece Thomas. Why an organization, say for example like Disney, CBS or similar, would even consider putting all its eggs into the Facebook basket completely baffles me. They have an appalling record for respecting privacy and a less than clean track record with regards to taking other people's ideas for their own ends. The idea also that 'social' is already the holy grail is in my opinion highly naive and forgive me for the plug but I have explained this much better here - http://blog.famebook.com/fameb...

    Facebook has definitely charted new ground, but it is not the be all and end all. It is just part of the journey. To brands I would say selling out the family silver is the cop out it always was. It is the next generations, not yours to bail you out of trouble. Sure the short term traffic escalation is appealing, but at what costs are you dumbing down and risking your data assets to being held to ransom in the future?

    There are new companies appearing which respect the value of individual and corporate identity and which may very well offer white label access to the graph without compromising your digital value. Don't jump in feet first to Facebook just yet. If you read my piece you'll hopefully see why brands should focus on how to control Facebook as a utility, not let themselves become controlled by it!

  • Renoahk

    Skittles, pioneered this 'split' almost 2 years ago, right? http://skittles.com/ Their homepageis nothing more than a page that points users to the social media sites where the content lives. Brilliantly, Skittles does not really pay to host any of that content!

  • The corporate website will survive (and I'm not only saying that because I hate the walled-garden approach from Facebook). People still carry their business card, a corporate brochure, empty their mailbox and answer the doorbell. Even if it is just for window-dressing, even if a larger part of the old functions disappear for the corporate website as traffic, conversation and your stakeholders splatter all over the internet.
    I just started my own personal website, because I felt I needed a place where my digitally exploded life comes together. So, you need to rethink what functions you want to have, and what external functions you need to explore.
    Certainly, putting all your bets on Facebook seems not that clever.

  • “The corporate Web site will outlive Facebook,” he surmised. :-)

  • Thomas Crampton

    That said, I am working on my Facebook page right now!!

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