One of my clients (a corporate) recently hatched a plan to shift their main web presence to Facebook. Not smart, I suggested – here’s why:
I’ve had a Facebook page for a while as part of my Social Media efforts and the number of Likes, Views and Interactions has grown steadily.
But about a week and a half ago I suddenly found that I couldn’t access it from within my Facebook account.
Clicking the ‘Adverts and Pages’ link took me to a page on which I could set up Ads, but there was no link to my Page.
Knowing that things frequently change on FB and then revert to normal, I left it for a couple of days and, sure enough, it fixed itself.
Now able to access my page again, I tried to reply to a comment someone left, and got told I wasn’t authorized to do so.
So I left that for a couple of days too and then, wanting to be able to reply to my commenters, I clicked on the ‘help’ link to see how to fix this.
Here’s what happened:
Step 1: I clicked the help link, which took me to a screen with some FAQ’s and a box in which to type my query.
Step 2: I typed my query, hit ‘search’ and was presented with a series of answers, none of which addressed my problem.
Step 3: At the bottom it asked me if I had found what I was looking for. I clicked ‘No’.
Step 4: I got a message: ‘Thank you for your feedback! Why wasn’t this helpful?’ and a series of links.
Step 5: I clicked the link that said ‘It doesn’t answer my question’.
Step 6: I got a reply ‘Thank you for your feedback!’.
And that was it. Nothing else. How frustrating is that..!!??
Moral of the story
Anyway, it perfectly illustrates the point I made to my client.
If your company wants a web presence it must be on your own domain where you control the information and access to it.
Making Facebook (or any third-party-run site) your primary web presence is just about the highest risk online marketing strategy I can think of.
What happened to me is an irritant – little more. But if it was my primary web presence I’d be sweating kittens.
Facebook is famous for changing its policies and then changing them back again. Putting your corporate web presence in the hands of people who can kill it off overnight is simply not smart.
Apart from which, a corporate web presence on a site like Facebook is good for managing reputation and doing the social media bit, but it’s hardly a professional web address.
And, to those who have commented (or may comment) on my web page, I apologise for not replying – but at the moment I’m apparently not authorized to do so :).