Originally aired on #AskGaryVee Episode 6 – https://www.youtube.com/watch?v=fCYW11G9UE0
Q: Do you feel it's still necessary to push users from social to to a website?
A: Who said I ever thought it was necessary? I didn't. Sure, I think it's a good idea to push to a website, especially if you're selling something. But in a world where you can buy that item directly from Facebook or Twitter, do you really need to schlep someone to your site? No. Because friction sucks. So anything that allows you to execute in the place where your users already are, that is what people are going to like. People always say "why are you putting content up on Linkedin or Medium instead of GaryVaynerchuk.com?" Because I'm looking for awareness. I'm looking to build relationships with all of you. So many people say "you need to drive to your site for email signups." Last time I checked, a Twitter card with built in lead-generation collected emails way better than my dot com.
Now if you're selling advertising on your site, maybe that's why you do it, but I think the fact is that people aren't educated about what they want to achieved. I've never been worried about forcing someone to a dot com unless that was the right strategy at the right time to achieve their desired business result. The fact that even ecommerce is beginning to go native on social has eliminated a lot of the reasons you need to drive someone.
Gary Vaynerchuk is a New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and innovative entrepreneur. Find more at http://garyvaynerchuk.com
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