To Be Everywhere Online or Not?
August 14, 2008 11:33 AM | Written by Yan Shikhvarger
There have been some debates online about the value of having online presence "everywhere." If looking for an example for what "being everywhere" means, I suggest looking at the Barack Obama site. One of the callouts on the site lists every possible way to stay in touch with Obama, from the obvious profiles on Facebook, MySpace, and Twitter to being on category social networks like Eons and MiGente.
So a question emerges: "does it make sense to be 'everywhere,' when its possible to just cannibalize traffic to your destination?" The best way to analyze this is to go develop a comprehensive online strategy. This strategy should identify the various touch points and how they are to be used. "Being everywhere" is a great tactic to build awareness, stay connected to your audience and be top of mind, and also show that you are user centered. The destination really functions as the main conversion vehicle and a comprehensive home for all related information.
It's interesting to note that fifty years ago, there was a similar debate in the sports world. The management of the top-flight English soccer teams felt that television would take away actual game attendance and the direct revenue it provided. It took a long time to change that mindset. Clubs now, of course, are richer than ever because they are accessible from everywhere and by television viewership, the internet, merchandising, sponsorship deals, etc....
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