How many of you are building a Facebook community? Instagram following? How many of you know people who are doing just that?
Did you know that when you are building those communities, you’re adding value to their network? Sure, you may get some value right now when your fans/followers are engaging with your content, but what happens tomorrow if a network gets closed down or closes your account? What are you going to do with all of the money that you’ve invested over the years into that community?
If you are not a destination – people thinking of you and your website as the first place they want to go, then you’re not going to be able to succeed as well as you can. Let’s take Southwest Airlines as an example. You cannot go to Priceline, Expedia, Orbitz or any of the other travel sites to buy a ticket. There is nowhere online other than southwest.com where you can book a ticket to fly Southwest! They made their website a destination because they can control the process from start to finish and know the value that being a “destination” brings them.
What does that mean for you? Where do you go from here? You need to keep creating and posting content on social media, but link it back to your site – have “read more” links coming back to your site. Have content on social media to increase brand awareness and engagement, but make your site the destination. By doing that, you’ll be able to succeed in the long-run.
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