Working for agencies you start to notice a popular tool – the microsite. My question is, in certain situations should companies be looking to utilise their social networks presence instead?
I recently put this idea to colleagues when discussing Christmas. We have some great creative in store, resulting in Christmas cheer for them and purchases for our client (hopefully!) but instead of spending time and money driving people to it, why not stick it where the fans are and take the content to them? It helps break down the concept that social media is a silo and allows the fans to engage with the brand and ensures they do the hard work for us by sharing it with their friends and family.
Hosting the content on a site such as Facebook does mean that there are more distractions for the user – chat, adverts, status updates, messages. This also excludes non-Facebook users. Does this make a strong case for a microsite or does it mean that the content needs to be more attractive to ensure the user stays focused?
Does anyone have experience of using microsites and Facebook pages to host content? What are your thoughts?