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Auf einigen Konferenzen in diesem Jahr wurde doch tatsächlich von Vortragenden oder von Besuchern beim Gespräch in der Pause, die etwas kühne Aussage getätigt, dass die Zeit der eigenen Website für Unternehmen zu Ende geht. In Zukunft sollte man sich verstärkt um Facebook Fanpages kümmern. Gerade kleine Unternehmen sollten nicht in eine teure Website investieren, sondern sich lieber einfach einmal eine Facebook Fanpage anlegen und sich dort eine Community zu legen. So einfach ist das nämlich. Und noch dazu so billig – auf die Zeit- und personellen Kosten wird gerne vergessen. Ich persönlich fand das sehr verwunderlich und möchte hier erklären weshalb.\u003Cbr>\n\u003Cimg loading=\"lazy\" src=\"http://images.liechtenecker.at/2010/10/iStock_000012482219XSmall.jpg\" alt width=\"620\" height=\"401\">\u003C/p>\n\u003Ch3>Das Hotel und das Eigenheim\u003C/h3>\n\u003Cp>Vor einigen Wochen haben \u003Ca href=\"http://twitter.com/kigo\" target=\"_blank\" rel=\"noopener noreferrer\">Meral\u003C/a> und \u003Ca href=\"http://twitter.com/lena_d\" target=\"_blank\" rel=\"noopener noreferrer\">Lena\u003C/a> auf Twitter ebenfalls das Thema aufgegriffen und einen \u003Ca href=\"http://www.vanseodesign.com/social-media/home-bases-outposts/\" target=\"_blank\" rel=\"noopener noreferrer\">passenden Blogbeitrag\u003C/a> dazu verbreitet. Mein Kommentar dazu war in etwa folgender: Facebook ist wie ein Hotel in dem ich zu Gast bin und in dem ich einigen Regeln unterliege. Eine Website ist jedoch das Eigenheim in dem ich zuhause sein und mir auch alles so einrichten kann, wie ich es will. Und niemand will doch immer nur in einem Hotel wohnen – bis auf den Luxus des eigenen ZImmermädchens und das Zimmerservice, ich weiß. Aber auch das ist wieder vergleichbar. Auf Facebook wird viel für mich schon gemacht. Es wird dafür gesorgt, dass mein Zimmer=Fanpage oder was auch immer, zur Verfügung steht und aufgeräumt ist, da Facebook der Website Betreiber ist. Aber einrichten und darin machen kann ich nicht was ich möchte, das kann ich nur daheim. Außerdem, wer will schon von einem einzigen Hotel abhängig sein?\u003Cbr>\nEs kommt bei dem Vergleich auf 2 Parameter an: Die Kontrolle und die Größe der Community.\u003Cbr>\nIch kontrolliere meine Seite. Ich kann jedoch nicht meine Facebook Page kontrollieren (siehe Größenänderungen in den Applikationenreitern, entfernen der Boxes etc. in der letzten Zeit durch Facebook). Die Kontrollmöglichkeit dort ist beschränkt und kann auch jederzeit ganz genommen werden. Natürlich kann ich alle Funktionen, die Facebook oder ein anderes Social Network anbietet selbst nachbauen auf meiner Website. Aber zahlt sich das aus? Meistens nein. Schon alleine deswegen nicht, weil ich auf meiner Website wahrscheinlich nicht so eine große Community bereits beisammen habe wie beispielsweise bei Facebook. Wobei schon klar ist, dass von über 500 Millionen User nicht jeder sich für mich interessiert bzw. ich mich auch umgekehrt nicht für jeden dieser User interessiere. Aber, die die für mich relevant sein könnten, sind wahrscheinlich in großer Ansammlung dort. Meistens. Auch das gilt nicht für jedes Unternehmen.\u003Cbr>\nDer Vergleich Hotel versus Eigenheim bringt meine Meinung auf den Punkt. Die eigene Website ist die Homebase auf die man nicht verzichten solle. Eine Facebook Fanpage ist eine Erweiterung des Erreichbarkeitsradius eines Unternehmens. Wie ein Außenposten. Hier kann man mit Zielgruppen interagieren, sofern man nicht solche Möglichkeiten auch auf der eigenen Website geschaffen hat. Im Idealfall nutze ich beide Kanäle, um Interessenten von dem einem zum anderen zu bringen. Ein User, der sich über mich auf meiner Website informiert, soll auch in Zukunft Interesse und die Möglichkeit haben, mehr zu erfahren und deshalb Fan auf meiner Facebook Page werden. Das schlage ich ihm auf meiner Website vor. Umgekehrt, sollen meine Facebook Fans auch über spannende Inhalte auf meiner Website informiert werden. Es gibt hier kein entweder/oder. 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