I love social media. I love helping others use social media. I love studying social media and learning the best ways for brands and businesses, non-profits and individuals to use it.

This week I spoke on social media strategy for a group of local business people. I explained the keys to an effective social media strategy are knowing what social media avenues are the best fit for your audience and determining how social media will be a part of  your larger marketing plans. They asked questions about Facebook pages and Twitter profiles.  And then I dropped the bombshell on them:

When you have to choose where to spend your resources — financial, personnel, and time — invest in your website NOT your Facebook page {or other social media platforms}.

Probably not the message they were expecting from a social media strategist; but, truth nonetheless. After they had a moment to absorb what I said, I offered them {and now you} two significant reasons why investing in your website is more important than building your Facebook page.

We need to invest where we have the most control.

As much as we love {or love to hate} Facebook and other social media platforms, the reality is, we are at their mercy. We have no say in the algorithms that control how many people see our posts. We don’t get to choose the ideal image size or placement. We can’t even be sure what will work from one day to the next.

But with a self-hosted website or blog, you are able to prioritize your content and develop your branding. You have the ability to customize your site to meet the needs of your community.

We need to invest in the places we will have the most long-term gain.

You are not writing quality content or marketing your products or services without an eye on the future. Authors are building platforms, businesses are gaining customers, service provides are increasing clients.

While Facebook can be a billboard for your business or platform, it isn’t where the long-term action takes place! Products and services are sold on websites, not Facebook. You need to be paying attention to where your marketing efforts are paying off. Don’t assume social media is growing your website. And remember this, all the referrals in the world from Facebook or Pinterest are not worth anything in the long run if your website isn’t growing as a result.

I don’t want to imply social media isn’t important. It is!

Social media should be a component of your marketing strategy. But, as you make determinations about how you will allocate your limited resources, consider these questions:

• If Facebook shut down tomorrow, would people know how to find you?
• Do you use social media to push to your website or are you satisfied with a growing social media presence?
• What are the measurable marks of your social media strategy?
• In other words, how do you know if the investment in social media is paying off?

Social media is great! Facebook can be a very useful tool for building your brand and growing your community. But don’t get caught in the trap of relying too heavily on social media. Invest in your website — devote yourself to making it as user-friendly, informative, and appealing as possible. Make certain your website information is prominent on your social media profiles and use social media to invite people to interact on your website.

Here’s a bonus tip: email lists remain the most valuable tool for online marketing. Build your email list and make sure you regularly invite people to subscribe!

How do you use social media to push people to your website?