Are you among the millions of brands still displaying the old Twitter icon in your website footer? Have you not replaced it with the new brand's icon, or have you simply not paid much attention to it? We invite you to pause for a moment and consider the bigger picture.
Swapping out an icon may seem like a small task, but it presents an opportunity for marketers to reflect on their future plans for integrating social media into their brand strategy. The ubiquitous rows of social icons in every website footer are remnants of a past era when brands rushed to build their social following. Back then, marketers prioritized social accounts over other brand properties, such as their own domain. Today, as marketers become more attuned to the risks associated with building an audience on borrowed platforms, it is crucial to reassess the value and purpose of social media icons.
The Changing Landscape
Marketers have begun to recognize the risks involved in relying solely on social media platforms. However, the allure of the reach and engagement offered by these platforms remains enticing for brands. To navigate this evolving landscape, asking pertinent questions and making well-informed decisions is essential. Here are some questions we encourage you to consider:
1. Do customers click on your current icons?
Evaluate whether your website visitors engage with the social media icons in your footer. Are they being used as intended, or are they simply serving as aesthetic additions with little functionality? Understanding user behavior will shed light on whether these icons are worth retaining or replacing.
2. Can you be found easily on social platforms, or do you need to link to them?
Consider the accessibility of your brand on various social platforms. If customers struggle to find your profiles or if your brand presence is inconsistent, it may be time to reevaluate your social media strategy and optimize your visibility.
3. Besides the Twitter icon, are there others that need to be added or deleted?
Assess the relevance of the social media icons displayed in your website footer. Are there platforms more aligned with your target audience and brand objectives that deserve a spot? Conversely, are there outdated icons that no longer serve a purpose and are merely cluttering your design?
4. Is it better to narrow the icons to where you focus your time and investment?
Consider streamlining your social media icons to reflect your primary areas of focus. Concentrating on platforms that yield the most significant results allows you to allocate your time and resources more effectively and ensure a consistent brand presence.
5. Is that real estate on your website footer better used for something else?
Reflect on whether you could better utilize the space occupied by social media icons in your website footer for alternative purposes. Could it be used to highlight email subscription sign-ups, encourage other contact methods or integrate a live chat function? Weighing the potential benefits of repurposing this valuable real estate against the current value of displaying social icons is crucial to maximizing engagement and conversions.
A Time to Pause and Think
Don't take the presence and relevance of social media icons in website footers lightly. This seemingly simple element holds greater significance and provides an opportunity for brands to reassess their approach to social media integration. By evaluating user engagement, reevaluating platform choices and considering alternative uses of website footer space, brands can redefine their digital strategies to better serve their customers. The time has come for brands to approach their social media presence carefully, emphasizing a customer-centric approach rather than simply submitting a web support ticket to flip the bird.
Have we got you thinking? Want to dive deeper into your brand's social media strategy? Our experienced social media team
is here to help! Reach out to our team today!