Corporate websites should integrate more social media functions to stay relevant

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Marketing

Over at Mashable, writer Adam Ostrow asks if social media is making corporate websites irrelevant.

Remember the dotcom era?

Websites were the thing. And then it all went arse up.

Adam wonders if corporate websites are still useful today with the rapid growth of spaces such as Facebook and Twitter. More and more brands are using those sites to market their products and push their message. Should we even bother with a website?

Let’s look at it another way.

Corporate websites need to do much more to pull in functions from social media sites that add value to their own online space. A company always needs a home base. It’s where you can find all the bits. This is such an exciting time in website and marketing development. Companies should be clawing at API (application programming interface – that’s the thing that lets you and and me build stuff on our websites using bits of Facebook or Twitter or myriad other cool social media sites.)

One problem with the social web is the fragmentation of everything. At some future point we’re probably gonna want to reign things back in. Just a little. API and our corporate websites are where we’ll do it. Sure, corporate websites will go through some transformation along the way but ultimately we’ll want a tidy place where we can find all the parts without going all over to find them.

A website is still key to your brand and probably always will be. Your portfolio of online space will get bigger but ‘the website’ gives it all a home.

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