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Zer0 to 5ive’s Marcello Figallo, principal-creative director, and MaryBeth Sheppard, principal, were quoted in the BtoB magazine article, “Making Sites More Social.”

The article discusses the newfound importance of social media integration to a website’s success, but warns that the use of social media should be carefully strategized and maintained.

“Companies should use social media [in a way] that makes sense for the goals of their websites,” said Marcello Figallo, principal-creative director at Zer0 to 5ive Media. “When you’re setting out to build a site, you must have a perspective of what visitors are going to get out of visiting it.” For example, Figallo said, if the company’s goal is to get people to spend more time on its website, then its social strategy should focus on keeping them there as opposed to a plan that might send them to other sites via social media links.

 

“The potential for integrating social media into a website is enormous, particularly when a company sets up a really great social media program and follows through with it,” said Marybeth Sheppard, principal at Zer0 to 5ive Media. “A website is definitely not a “set-it-and-forget-it’ kind of medium. That’s really critical with social media; it’s not short-term. Don’t [start a social media program] just because some execs thought it was a good idea. It needs to be maintained.”

Check out the full article, featuring advice from industry experts, here. What do you think companies should consider when implementing social media tools on their websites?

Follow MaryBeth (@MB_Sheppard) and Marcello (@Zer0to5ive) on Twitter and share your thoughts!