After all, the end goal of all marketing is to sell more product – and the brand’s website should certainly do a better job of that. At least that’s the traditional line of thinking. On the other hand, the brand’s Facebook page is filled with unorchestrated commentary that can encompass, well, just about anything.
It’s not an invalid point of view. But it doesn’t reflect the world as it is today. One major factor: brands get more important exposure from friends of fans than fans themselves. When someone posts on your Facebook brand page, the message also shows up on their friends’ FB walls. Nothing like that happens when someone visits your website.
A PageLever analysis in June through August of this year found that 82% of fans view at least one page update on a brand’s Facebook page. But even high-visibility brand websites got only 29% of fans to visit at least once, and the median average was only 7.5% of fans visiting in the same three month period. The bottom line: your evangelists are checking out your Facebook page(s) much more often than your website.
The simply fact is: From a marketing perspective, what your brand does on Facebook, Twitter and YouTube is much more important right now than what happens on your website. Because your brand evangelists, and all of their friends, are on social media. And today they’re going to take advantage of the tools that leading edge brands have provided for them there. Whether that’s a simple sharing app, promoting a philanthropic activity, entering a contest, or just taking part in a simple poll.
Some brands like to think they can create their own social hubs, and simply bypass Facebook. But for now, they do this at their own peril. According to the most recent Nielsen numbers, in May of 2011 there were 140 million unique visits to FB, and the average user spent 6.4 hours on the site. In a single month. As the saying goes, if you can’t beat ’em, join ’em.