What Happens When Facebook Trumps Your Brand Site?
'Like' It or Not, Trend Serves as Another Telling Sign of Social Media's Growing Dominance
While the tech world obsessed about when Facebook would turn on location and morph into a "Foursquare killer," the social network has quietly become something else: thebiggest relationship-marketing provider for many brands.BIGGEST FACEBOOK FAN PAGES: While U.S. web traffic to brand websites rarely exceeds six figures, DBMS can already count 37 branded Facebook pages with at least a million fans just among CPG, retail, pharmaceutical and fast-food marketers. For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites ore-mail programs either because a brand's traditional web-based "owned media" is atrophying or because more consumers are migrating to social media.Coca-Cola, with its 10.7 million Facebook fans, has three to four times the Facebook fan base as MyTown and Foursquare have registered users. (There are at least 11 brands whoseFacebook fan pages have quietly grown bigger than the biggest geo-location providers.) That certainly trumps U.S. unique visitors to Coke's brand website, which fell by more than40% to 242,000 in July compared to a year ago, per Compete.