How to integrate social into your corporate website

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According to Altimeter‘s Jeremiah Owyang, the evolution of integrating social into your website is getting closer to maturity.
Evolution of the Social Integrated Website (version 2.0, april 2011)


So far, he sees websites who integrate “social” do either of these:

  1. Social linking e.g. by using “Follow us on Facebook” buttons. Owyang: “Companies that link away, are sending away their decade of hard earned investments getting customers to come to their website.”
  2. Social aggregation, the process of collecting content and trusted discussion from multiple social platforms, like Facebook, Twitter or blogs. Owyang sees three ways of doing so: Basic Feeds (e.g. “What people our saying about this topic”, unmoderated), Curated Aggregation (e.g. pulling in Twitter feeds to show how people are reacting to this content), and Contextual Aggregation (e.g. social sign-on with Facebook, Twitter or LinkedIn).
  3. Social publishing: publishing all the information back out. Passive Sharing (allowing people to share or “like” whenever they feel like it), Active Sharing (encouraging people to share it by making it easy for them)
  4. Social Context: really personalised information based on their online behaviour and preferences. Two kinds: social content (based upon their profile), and social and contextual content (based upon the people I know and trust, e.g. Amazon recommendations).
  5. Seamless integration where you can’t tell the difference between the social web and the corporate website. Content will just assemble based on where you are.

Hear the full story in this recorded webinar:

Secrets of Engagement: Leverage Social to Unlock User Value on Your Site from Janrain on Vimeo.

Secrets of Engagement: Leverage Social to Unlock User Value on Your Site from Janrain on Vimeo.