With the advent of new social media tools such as Twitter, Facebook, LinkedIn, and Myspace, many questions have been raised about their place in your overall PR and marketing efforts. Can you use a Facebook Fan Page to replace your Online Newsroom was one question recently posed by Jon Newman of The Hodges Partnership.
Several comments were made in support of Online Newsrooms vs. Facebook Fan Pages, including my voluminous response. After my post, and Jon’s subsequent post, I decided to dive a little deeper into the idea and see if my response was indeed as valid as it looked at first glance.
Below is the result of a feature comparison I ran pitting the TEKgroup Online Newsroom against the toolset of a Facebook Fan Page. For the feature set, I used the results of a survey that we do each year asking journalists (reporters, editors, bloggers, analysts, producers) what they want to see in an Online Newsroom. Although, in full disclosure, this is a TEKgroup survey, I feel that it is a comprehensive list of legitimate requirements for any PR and marketing communications portal.
What I found supported my initial observation that in no way does a Facebook Fan Page have the features and tools that you need to manage all of your communications effectively. Should you have a Facebook Fan Page for your organization? Sure, you can meet all kinds of people and share a lot of information with your Facebook friends/associates. Should you use a Facebook Fan Page to replace your Online Newsroom? Absolutely not.
|Feature||TEKgroup Online Newsroom||Facebook Fan Page|
|SEO Friendly URL||Yes||No|
|Social media press releases||Yes||No|
|Email Distribute Audio||Yes||No|
|Email Distribute Video||Yes||No|
|Email Distribute Images||Yes||No|
|Search Within Site||Yes||No|
|SEO individual content||Yes||No|
|Generate User Reports||Yes||No|
|Generate Content Reports||Yes||No|
|Generate Email Reports||Yes||No|
|Dark Site / Crisis Site||Yes||No|
|Manage Media Contacts||Yes||No|
|Create Distribution Lists||Yes||No|
|Include RSS Feeds||Yes||No|
|Create RSS Feeds||Yes||No|