A recent article in AdWeek predicts that, “some key trends will push brands to build social media capabilities into their own websites and own, rather than rent, social interaction with their customers.”
It makes sense for brands to own the raw data about their customers that otherwise would belong to a third-party. Owning data frees brands from changing algorithms and relying on others’ reports. It also makes sense within what looks like a larger trend of companies taking greater ownership of their digital footprints by owning .BRANDs.
Incorporating the best of what social media has to offer on their own websites might be an enticing alternative to remaining at the mercy of social media platforms. Social media platforms call the shots on the algorithms and formats that determine how a brand gets presented to its customers. The platforms also control the data that shows how effective a brand’s campaign was. Finally, it seems as though all social media platforms fall back on advertising: It’s really the advertising that brings brand sales.
Social media sites may have the upper hand because they can integrate brands into a consumer’s other social media activities, like browsing Facebook for the latest in their loved ones’ (and barely-known ones’) lives.
Moving more social media “in-house” might be an involved and expensive undertaking. But it fits into the trend of brands exerting more control over their online presence. For example, more than half of all unique applications for new gTLDs were submitted by brand owners and strategic companies who are now strategizing on ways to communicate with their consumers via .BRANDs and other new gTLDs.
Perhaps a JaneDoe.NIKE Pinterest-inspired page would help customers play with looks that they can then purchase. Maybe universities will offer Instagram-inspired pages like JohnDoe.MIT that offer students a sort of yearbook of classes and events.
Offering authentic products, good security and engaging content – that perhaps draws upon social media features – may be a winning combination for some .BRANDs.