Owning & Protecting Your Company’s Online Assets

This week was an interesting one for online marketers. Two earth-shaking, paradigm-changing revelations occurred.

  1. We discovered that Google isn’t perfect as their “new” personalized search results are poop (hello Bing?).
  2. We discovered that Facebook is registering declining numbers in some global markets.

Whether you agree or disagree about the importance of these specific points, they serve to remind us that what works today for online marketing isn’t necessarily going to be what works tomorrow. As the steward of your company’s online assets (blog posts, pictures, videos, etc.), it is crucial that you create an infrastructure that takes this into consideration. 

I’ve seen a few companies whose only online presence is a Facebook fan page. They are able to promote their products and drive people to call in orders and have built a business around this. But what will happen when the Facebook killer arrives or people suddenly become paranoid about using it or …. ??? These businesses will need to rebuild somewhere else, from scratch.

It is fairly simply to avoid this. It means creating your primary point of online presence or hub on your own property. A web site is a great example of this. You can post your articles, host your videos and pictures in and around your own site. Now you don’t have to worry about whether Facebook is going to shutdown next week as the result of an anti-privacy court ruling.

Content you have on your web site is then linked to from social media sites. People who follow the links to the articles, videos, and pictures will be exposed to everything your web site offers, including information about your products and services.

This logic also applies to development of your online lead generation channels. You already have the web site and you have built out a solid Facebook presence and have optimized your content so that it appears well in Google’s search results. Great. Now look at the two bullet points at the top of this post. You should be hedging your bets by also optimizing for Bing/Yahoo (and what other search engines or like mechanisms may come) and considering a greater presence in Google+ and LinkedIn and other places where people are currently congregating that could suddenly become uber-popular.

In short, don’t put all your eggs in one basket unless you own the basket.