Published on HONG KONG BUSINESS, April 30, 2013
If you are managing a small to medium size company, or getting ready to do business in Hong Kong, you have probably spent a lot of time defining your product or service for the local market, analyzing your target audience, setting your pricing strategy and scouting ideal locations. Having completed all of the above, you are probably thinking about how to communicate your amazing product/service/restaurant/club to the city’s online audience.
Hong Kong’s fast paced marketplace does not easily forgive mistakes and rarely affords entrepreneurs the luxury of time to build up their business organically. The need to succeed immediately has many business owners looking for fast-impacting communication strategies, too often relying solely on the magic of social media at the expense of well planned and built company websites.
The likes of Facebook, Twitter and Pinterest promise direct access to millions of targeted users, so why should you go through the hassle of also building a website? After all, your followers will act as free agents, promoting your business to all their friends and family as they like and share your every post. Unfortunately reality is rarely like this and Hong Kong’s entrepreneurs should consider some important pros and cons of going down this route.
Pros of using a Facebook Page as your website
Cons for substituting your business website with a Facebook Page
These are just a few considerations to make before deciding which route to take. Facebook pages can in-fact be a successful campaign tool but are usually best suited for specific promotions or campaigns, temporary placeholders while you build or revamp your site, launch pads for competitions or a tool to target a specific subset of users.
At the end of the day, ask yourself if your really want your customers to only see your business’s image, brand and communication through a platform you have very limited control over. Investing in a well designed website might seem superfluous, but, if done properly, will deliver results as it caters to Hong Kong’s multilingual audience with its high penetration of mobile web users.