Although reaching customers through social media was once considered a flash-in-the-pan marketing tactic, industry leaders have changed their tune and now preach a common belief: social media marketing is absolutely a necessity. However, websites are still a healthy routine for brands to maintain.
So, what’s the difference?
Both websites and social media channels are sought after for information. The difference is in the type of information consumers expect to find on each platform.
Let’s start at the heart of the matter.
- Google’s mission: “to organize the world’s information and make it universally accessible and useful.”
- Facebook’s mission: “give people the power to share and make the world more open and connected.”
These missions share an ideal that information and connection are powerful, but the intended audiences are very different.
Google is about the world, as a whole; it was engineered to provide information, via robots (aka, an algorithm).
Facebook is about people, as individuals, and as human beings. Facebook utilizes algorithmic testing as well, but human response and emotion are the measurements, while Google’s uses robots.
These two core beliefs are the foundation of the Internet as we know it today.
- Websites convey a brand’s makeup, from specific products and services to mission statements and contact pages. On the other hand, social media offers smaller pieces of a brand’s story while creating conversations with consumers.
- Websites could be, to some degree, considered static novels, waiting to be opened. Social media channels are short stories that are compiled in real time, to identify [and distinguish] a brand’s voice, culture, and place in the market.
Perhaps the biggest difference between the two, is that social media platforms have the capacity to perform nearly every function a website can.
On the flip side, websites are not usually known for customer reviews, continued conversations, or even a warm body on the other side of the screen, so to speak.
Maybe now the question is: what’s next? We’ll leave that one to the engineers; in the meantime, we’ll be moving steadily ahead with digital trends.