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June 23rd, 2009

On Domain vs Off Domain Strategies

So I’ve noticed a strange sort of tug-o-war taking shape among those managing social media programs and without going into all the details here, I’ll just say the tugging typically gets down to this question: where should you put your time, energy and money?

Should it be with” on-domain” strategies (e.g., brand communities, business blogs, corporate video, etc., basically any sort of effort that folds into a company’s existing website)? Or should it be with “off-domain” strategies (e.g., microblogs, social networks, monitoring projects, etc., basically any sort of third-party platform or service that could be ‘officially’ adopted to help the company participate with the larger web outside its walls).

I guess the ‘strange’ part is that this split, this tug, really shouldn’t exist at all, because it’s not an either-or situation. The best programs will inevitably be those that strike a balance between how social media is used on-domain to communicate and connect with people, and how it’s used off-domain to accomplish this exact same thing. I think finding the perfect blend between those two experiences is where every marketer ought to be focusing their time, energy and money right now.

About the Author
Mike Manuel is the GM of Voce Connect, the social media marketing and web development arm of Voce Communications. In between managing this team and overseeing Voce's digital programs, he'll post a thought or two on mike-manuel.com and via @mmanuel on Twitter.

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Add Your Comment2 Responses to “On Domain vs Off Domain Strategies”

Paull Young on June 23rd, 2009 at 2:31 pm

I must agree with you here Mike. You’ve gotta get out to the external environment to ‘fish where the fish are’, but it’s much easier to lay some rigorous measurement into the program if you can connect with the audience at a property you own and control.

IMO the best programs will be integrated – not just on-domain and off-domain, but likely offline & online.