Can Facebook replace a company website?

Social media channels are becoming more and more important for the marketing strategy of companies. The younger generations in particular can be reached via Facebook, Instagram and Co. For this reason, some companies are asking themselves whether their own company website is still popular at all. In the following article, we’ll look at the pros and cons of using Facebook as a substitute for your own website.

The advantages

technical challenges

If you run your own website, you have to deal with the technology of the website. This point does not apply to Facebook. Maintenance, hosting and updates do not have to be carried out by the entrepreneur. The topic of data protection, which has to be adjusted again and again on their own website, is also taken over by Facebook. GDPR notices are embedded by Facebook.

age groups

Regardless of age group, many people are logged into Facebook. The older generations are more strongly represented than younger generations. Nevertheless, many people are reached via Facebook. However, one should always keep in mind that Facebook can lose popularity at any time.

branding and communication

Contributions and comments can contribute to branding and forming a positive corporate image. A platform like Facebook is also ideal for direct communication with customers. However, the entertainment factor should not be neglected. Users want to be surprised and are quickly bored by product information.

Social media is also suitable for strengthening customer loyalty. By subscribing to a channel, a user receives all the news about your company at all times. This cannot be implemented in this form on a website.

various possibilities

Whether news, photos, videos or contact options, Facebook connects all these options. Features such as chatbots, social shopping and insights are also available to site operators.

These advantages show that Facebook cannot be ignored. But the advantages are not alone. Facebook as a substitute for your own website also has disadvantages.

The disadvantages

Facebook Use Rights

Posts and functions can be created and used free of charge on Facebook. However, the consequence is that specifications, algorithms and restrictions cannot be changed. As a result, the company is only a guest on Facebook. Thus, complete control over the perception of the company is lost. By posting a post on Facebook, the company is granted the right to use texts, images and videos. This allows Facebook to use these itself and place them in a different context.

Facebook can also block an account at any time without having to give reasons for the blocking. Therefore, you should always observe Facebook’s advertising guidelines.

age groups

You should know your business’ target audience before considering whether Facebook can replace a business website for you. Because you can’t reach all generations via Facebook. If your target group is the younger generation, you should always consider channels such as Instagram or Snapchat as advertising platforms.

By using different channels, you can adapt the posts to the respective target group and thus reach all users.

future

Facebook’s growth figures have stagnated in recent years. There was hardly any growth in the number of users. The reason for this is the focus of users on channels such as Instagram, Snapchat and TikTok.

With your own website you are independent of all this. Search engines always lead users to your website, no matter what industry you are in.

limitations

→ Reach

The Facebook algorithm evaluates posts and content. Due to this algorithm, a post does not reach all followers. Only some of your followers will see your latest post. The algorithm filters the flood of new posts and ensures that there is enough space in the user’s feed for paid advertisements.

→ possibilities

The functions and features are constantly being updated by Facebook. With your own website you are much more flexible. You can design your page individually. You can implement plans, calendars and contact options according to your ideas. With Facebook, these options are very limited and Facebook is more suitable as an additional means of communication.

Brand Image and SEO

Sudden account suspension and decreasing relevance are reasons that should be considered when using Facebook. Branding and the corporate image can be slowed down in the long run. If you have your own website, these problems do not exist. No one can block your company website for no reason.

Search Engine Optimization (SEO) makes your website easy to find. Your website can be adapted to the updates of the search engines at any time and thus remains findable. With Facebook, on the other hand, you have to rely on your followers to share your posts.

Conclusion

Facebook cannot replace your own company website. Facebook can be used as a means of communication and offers the opportunity to draw users’ attention to your own company. The website should be the main means of branding and corporate image. A landing page linked to social media is the best way to turn interested users into customers.