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?