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Facebook Traffic Vs. Website Traffic

Compete study shows value of Facebook data

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It’s clear that many sites are using Facebook for marketing purposes. The social network has given businesses many new ways to communicate, brand, engage, and more. In fact, recognized search expert Bruce Clay called the popular Facebook “Like” metric the new link.

With all the value that Facebook is creating, is it safe to say that it is becoming more valuable than a brand’s own website? Let us know your thoughts.

A recent study from Compete addressed this issue in part by comparing the extent to which consumers visited the Facebook pages of certain brands to how often they visited each brand’s own website. Among the 40+ brands that were analyzed, Walmart, State Farm Insurance, and BMW had the most unique visits to their Facebook pages.

But, in terms of comparing the traffic, iTunes’ Facebook page received more traffic than its domain did. Lincoln Merrihew, Managing Director at Compete, told us that Apple is using its iTunes Facebook page as a “storefront.” Going forward, he believes that more brands will use Facebook in this same way.

So, what does this information mean? According to Merrihew, brands should definitely pay attention to Facebook, if they aren’t already. However, he also says that they need to consider the quality of the traffic. When brands drive people to their Facebook page, are the consumers looking to make a purchase, or are they just there to look around?

In other words, he believes businesses need to have clear goals for what they want their Facebook pages to accomplish. The iTunes page, for example, is set up like a store for users to download music. Progressive Insurance, on the other hand, has a Facebook page for its spokesperson Flo that is more for engagement and relationship building.

“Everyone wants to be on Facebook, [and] everyone wants to use it, but then [it's] understanding the quality of what you’re getting,” said Merrihew.

He also said that, as brands establish their strategy, they should consider if their customers are more comfortable on Facebook or on their website. Once this is figured out, a business can determine where it should be focusing its traffic efforts.

Social media strategist Sally Falkow recently wrote about this issue and pointed out that while social channels would likely be a leader in online business communications in the future, they still would need to be connected to a website. She wrote, “So it’s not that you no longer need a website, it’s just that if you don’t integrate social features and connect your social content with your corporate website it will become irrelevant.”

So, even though opinions are probably divided on this issue, it is something that businesses need to think about and plan for in regards to the future.

Facebook Traffic Vs. Website Traffic
Top Rated White Papers and Resources
  • http://www.facebook.com/pages/World-Class-FB-FanSite/226201167394673?sk=app_224949197518501 Neil Facebook FanSite

    Once people figure out how to optimize a Facebook FanSite the same way they optimize a WordPress WebSite, the notion of using FB v. WP as their primary web asset might well become even more likely?

  • http://www.ssrichardmontgomery.com ron

    well here is my facebook page with all the boring things people write on it……

    http://www.facebook.com/profile.php?id=100000014572700

  • http://www.scancomark.se/Index.html Granscole

    We stopped using facebook rather stopped updating our facebook posting because we realised that even though it gave us high rating, it was not bringing us the traffic that we thought we’ll get through it.
    We find using twitter via Tweetdeck very easy to post our news feeds to our followers. We have found a steady growth of real interested traffic on our side. These are organic followers who love our core products. I find twitter very nice and can provide traffic that are real. Face book for is hard to use in my line of business – or maybe I don’t know hoe to use it.
    Granscole

  • ben Tardes

    No way does Facebook win over a company website. My grandma has a Facebook page. So does my 12 year old neighbor. My BUSINESS needs a website. Facebook is a great addition to a website, but it will never take the place of a Real Website. It’s simply not robust or agile enough to be All Things To All People. Someone break the news to Mark Z that not “everyone” has a Facebook identity!

  • http://www.rcmleads.com Rich

    Grat information. Thanks

  • http://www.seonorthamerica.com Tom Aikins

    Yes, Facebook is important but as Sally says there is a need for a website. You’re not really going to trust Facebook to work right all the time are you? I sent some messages to people on my lists last August (2010) and they were delivered in April (2011) — only eight months later. Not bad, huh? And right now I can’t even send anything using my lists so I’ll never depend on Facebook for much anymore.

  • http://www.side-line.com bernard

    Counting the number of visitors to a FB Page is plain ridiculous. You interact via the newsfeed, the page is just the bait, the rest is in the feeds. So using the metrics of an FB page is stupid. Or else it’s very badly explained here.

  • http://www.sportoboots.net/ Jay_SportoBoots

    The companies that are BIG enough run a facebook page as their main fan interaction, and their corporate website side by side. You won’t be able to JUST run a facebook page as a company if you’re small and have no brand.

  • http://www.easmyoplex.net Lonnie Arrowood

    magnificent submit, very informative. I wonder why the opposite specialists of this sector do not realize this. You must continue your writing. I’m sure, you’ve a great readers’ base already!

  • http://www.agrocn.com/products/products.php agrochemical

    An impressive share, you had done great work.

  • http://www.thegreendesk.org.uk/pages/green_desk_environmental_health_and_safety_consultancy.html green office

    Facebook FTW!

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