Friday, January 15, 2010

Your Web Presence is Another Branch of Your Business

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Tonight I got to talk about web presence with some social media friends over dinner. We have all had experiences with clients who want a website or a social media presence; but they do not want to spend any time building it. By this, I don't mean the technical parts; those can be outsourced. I mean, they do not want to spend any time building content for their web presence. They want to hire out the blogging, photography, social media interaction, and other aspects that require some inside knowledge of their business.

The first thing that is wrong with this scenario is that only somebody who is aware of the ins and outs of your business should be at the helm of your social media presence. Having a website is time consuming. One generally recommends that you spend time updating the site often with new content. Having a brochure website that simply lists basic information only will not cut it. It's like opening another branch office in another town with a brochure rack inside.

The alternative is to at least put somebody on the task of fielding messages from the website. Open up that branch and at the minimum put a receptionist at that office. If you want a little bit better return on your branch investment, then put somebody at that branch that can handle communications and maybe even make a few sales.

The situation reminds me of a part in the Seven Habits of Highly Effective People, where the author relates that landscapers often get requests from people to create gardens that don't require maintenance. Of course, the answer is "if there is no gardener, there is no garden." Same with a website; if there is no content creator, there is no benefit to your website.

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