Social media versus running a website

Almost everyone now has a profile on one of the many social media platforms, younger generations especially. They are often the main reason we reach for the phone. There is no point pretending otherwise — social media is a key part of our daily life online.

That is why it is essential for people running a business to keep active social media profiles, building a community and trust among their audience. Social media is where people talk about building a personal brand, and it can be used commercially in all sorts of ways, from creating a portfolio to selling products. Naturally there comes a moment when we ask ourselves whether, with all the work that goes into building a brand on social media, it is still worth having a website of your own.

Social platforms offer enormous scope for reaching a wide audience, but does using social platforms alone provide enough for complete success?

In my view one of the main arguments for keeping your own website is complete control over the content and the brand’s image. Unlike social media, where an algorithm decides what is visible and promoted, a website gives the business owner full autonomy over how their brand is presented.

The next aspect is professionalism and credibility. A website is above all a company’s calling card — the place where customers can find all the key information about the services on offer in one place, organised the way we choose. 

A website also lets you concentrate traffic on assets you own. Although social media is an excellent tool for building a community around a brand, its dynamic nature can make it hard to stay in steady contact with an audience. Your own site is a stable communication hub, where users can easily find the information they need and the business owner can focus attention on specific messages and campaigns.

Even though social media is an extremely important tool, having your own website is a key part of a marketing strategy. It is where control, professionalism and concentrated traffic become the foundation of real success in building a brand online.