A Social Media Marketing Checklist for Your Website

By Shiv Singh, Stephanie Diamond

In the past few years, marketers believed that jumping on to social media meant that they could spend less time perfecting their website. They now realize that this was not a sound strategy. Owning your content and enhancing your website turns out to be a strong hedge against the whims of social media platforms.

You don’t want to put all your eggs in one basket. In fact, a better strategy is to make sure that everything is integrated: Your social media networks should coordinate with the content on your website. A complete and well-designed website should be the starting point for anyone interested in learning about your company. Here are some components you should include to ensure an effective SMM (social media marketing) strategy:

  • Product pages: Nowhere on the web will your products get a more complete showcasing than on your website. Do a thorough job of supplying all the necessary information so that others can link to it if they want to promote your product.

  • Links to social media platforms: Include prominent links to your accounts on social media platforms. If you have a customer service account on Twitter or Facebook, highlight that feature prominently.

  • Links to specific campaigns, contents, etc: Half the battle in constructing an effective content or campaign is getting the word out. Make sure that you are the most vigorous distributor of that information.

  • Reviews, forums, or online discussions in your private community: Have some type of discussion on your website. If you don’t want to run a forum or community, at least have a place where people can leave comments and meet other customers.

  • About page: Common wisdom used to be that no one read the About page. Nothing could be further from the truth. Authenticity matters, and the story of your company must be known.

  • Contact us: Make sure to include several ways for people to reach you. In this age of instant reviews, you want to serve your customer before they get impatient and post a negative review. If you don’t serve your customer well, your competitor will.