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I am talking about Facebook here. What did you think we were talking about?
Last month, we featured Justin Bazan's followup to his bold decision to make his Facebook page his practice web-site. It seems to be working well for him. I will not be converting mine and recommend you don't either.
We have been putting a lot of time into marketing studies at LeadershipOD and have learned a lot about this new age. It is getting tougher to know where to put you time and your dollars. Every practice situation is different and a marketing strategy needs to be balanced to meet your specific needs.
To get you started, we have just released a free Digital Marketing Calculator. It will quickly recommend a marketing strategy for your practice based on your unique needs. Please note that it budgets both money and time (because both should be important to you). To check it out for yourself, sign up for our 4-part email series. We will talk more about that later, but let's get back to Facebook.
While social media is a powerful conversation tool, I don't believe it is a good conversion tool, which is the true purpose of marketing. It is a great environment for letting people "poke" you and "like" you and "friend" you. But to be converted into a patient, most people still desire substance and assurance you are trustworthy. That is why I advocate using a traditional website, and letting Facebook serve as a secondary connection point for your audience. Still not convinced?
10 reasons that Facebook should not replace your web-page:
1. Branding:
Simply put, you are driving your business to another brand.
2. Control:
They have control, you don't. Have you ever read their Terms of Service? Read them, but make sure you're sitting down.
3. Ownership:
You don't OWN Facebook. It is not a "public place." It is owned and led by some guy named Zuckerberg.
4. Closed Network:
Sure it's a big club, but it still requires membership.
5. Revenue Conflict:
Facebook really doesn't care about your business. Their revenue comes largely from two things: selling ads and selling user info.
6. Search Engine Optimization:
You don't have any say over "being found" online.
7. Analytics:
Data and analysis is extremely limited.
8. Layout and functionality:
Here today, gone tomorrow. You're at their mercy.
9. Distractions:
Facebook is very distracting. They are fighting for eyeballs on every square inch.
10. Customer interaction:
Their access with your brand may be easier, but not more meaningful. Which do you prefer? (Hint: they didn't get on Facebook to talk to YOU.)
(Bonus) Future:
Have you ever heard of AOL or MySpace?
Bottom Line: Facebook should work with your website, not replace your website.
Alright then, Mike | 
