A social media landing page is a hub on the brand.com site that highlights all the social media platforms the brand is on. Similar to other landing pages, it’s a page tailored for a specific user group that is indexed by search engines. However, unlike landing pages for paid search or display banners, a social media landing page (SMLP) offers very different calls-to-action. They typically include the usual suspects such as engaging the brand, joining the community, and reaching out to other social platforms, which place more emphasize on social conversion instead of traditional sales conversion.
- Pulling segmented social channels together to increase awareness and exposure
- Adding legitimacy to help differentiate the brand-owned pages & user generated pages
- Sending more traffic to the brand website (Facebook Fan Page can be positioned as the “hub” if traffic is not a concern)
- Allowing brands to track the number of social media visitors from various channels
- Giving the tech-savvy social media users more context around the brand’s approach to social media and engagement policy
- Enabling more creative display of the brand’s social media assets and content
With the key benefits in mind, a well designed SMLP can effectively integrate the brand’s social media assets into the corporate website. Below are some examples of brand’s SMLP with quick assessments-
