Social Destination Sites: Do You Own Your Content Destiny?
Business needs to be aware of the devilishly shiny lure of sites like Facebook.
When it comes to having an effective long term content marketing strategy, sites like Facebook create the wrong behaviours in your marketing team. It happens slowly, but these sites are designed to get you hooked on feedback.
They turn decent marketing folk into sinners.
What’s the word for these sites? I think the term is “social destinations”, in some case they are social networks, but not always. People go to destination sites to converse, be amused and informed and to share what they find with others. They are where people hangout. They are simply the modern water cooler. The coffee break that never ends.
Other examples of social destination sites includes Twitter, Pinterest and Reddit. You can participate there in the conversation, but you don’t control where it goes. Each has their own distinct culture. Facebook aims to filter what you consume and contribute. Reddit is highly moderated. Other sites do not limit what you see, for example G+ and Twitter, but the problem is, you don’t know what may change tomorrow.
Social destinations have an allure. Good luck not getting addicted. Think about how you approach these sites. Have you thought about the sins your are committing?
Be Your Own Social Destination. Own Your Own Destiny
Sites like Facebook are where people hang out and that’s the lure as much as it is the trap.
Brands want to achieve both reach and control with the media they utilise to engage their audience. Brands need to avoid a silo-minded approach to their media usage. Content is becoming more and more fluid and reusable.
It’s tempting to create content to engage people on a destination site (i.e. where you first found them), but this is flawed logic in the long term. Once you begin to engage with people on the destination site, it won’t let you leave. You need to begin relationships the way you want them to go on.
So if you want customers/prospects to enagage on your blog in the long term, you’d better make that your primary goal. It’s harder to begin that way, but it gets easier with time and as momentum builds.
Bait them on destination sites, switch them to engage on media that you own. You don’t want Facebook to be your landlord.
Tempt people away from destination sites to your site. That should be your mission. You need to be your own destination. You need to own and control your own destiny.
Owned, Paid, Earned & Shared Media
You can boast engagement metrics on destination sites, but what have you really built? What do you own? You can’t bank yesterday’s attention.
If you don’t keep delivering content you will be forgotten like a long lost love. There is no commitment to you. You are simply part of the noise on the destination site.
You own your blog and your websites. They are what’s called “Owned Media”
Facebook on the other hand is “Shared Media”. Destination sites for the most part are shared media, with an element of earned in the case when other people willingly and freely create content about you. You have no real control over where or how content travels through a destination site. Pinterest is another example. Believing that you have control on these sites is a delusion.
Content on Facebook or Pinterest is neither yours nor your customers. The term is “shared media”, but really it’s Facebook’s or Pinterest’s and let’s not forget it. You are building Facebook for Facebook and not for you.
The same applies to every social destination
How do you feel about social destinations? What’s your strategy not to ensure you drive traffic to media you own.
Image Credit: shareconference