Why your website matters more than social media

Since starting The Philanthrophile back in October, I’ve been doing a lot of reading, thinking and writing about social media… along with the rest of the world.  Social media is hot, steamy hot.  While I think it’s important and MUST be a part of the tactical mix, it shouldn’t be top priority for a small non-profit.  Presuming that your organization has its mission and strategy figured out (hint:  that comes first), and knows what outcomes it is trying to achieve…

Da da da daaaaah!  (Marine Corps band trumpets here)  Your website should be top priority.

Why?  Social media doesn’t yet compare with the power – and numbers – of search.   We now Google for everything, even the stuff that might just as easily be found in the contacts section of Outlook. 

As Rand Fishkin, CEO and co-founder of SEOmoz posted today on the SEOmoz Daily SEO Blog:

Social media is great for:

  • Connecting with your users (assuming they’re already on social media platforms and talking about you)
  • Building another channel for communication, branding & messaging
  • Appealing to early adopters
  • Wasting time on non-business essential communication 🙂

But it can’t do what search/SEO does:

  • Answer a direct need precisely when it’s requested in a scalable fashion
  • Gain visibility from virtually all Internet users with an interest in your brand/product/sector/content at once

if you’re ignoring other important fundamentals of online marketing, like:

  • Building a website with a unique value proposition
  • Create amazingly useful content that people want to share
  • Conduct effective email marketing
  • Find ways to scalably acquire new users & retain existing ones

A website is home base, the platform for your marketing and communications efforts.   Here’s another blog post worth checking out from the Non-profit Tech Blog that puts websites into a “Maslow’s hierarchy” of needs.  Note that Customer Relationship Management (e.g. database/campaign management) and social media are ranked as less important than websites.  NEXT:  HOW TO TIPS FOR EVALUATING AND POSSIBLY RE-VAMPING YOUR WEBSITE, AND THEN:  ARE MICROSITES A GOOD IDEA FOR NON-PROFITS (AND WHAT ARE THEY, ANYWAY?)

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