Company Facebook Pages Soar Past Brand Websites

Facebook is continuously becoming the largest web presence for many brands, compared to their brand websites or e-mail programs.

According to Compete.com, Coca-Cola’s Facebook page, which now has over 10.7 million fans, has beat the amount of U.S. unique visitors to its brand website, which was 242, 000 in July- a 40% decrease since one year ago. Kraft Foods’ Oreo page, which is the third largest brand page at 8.7 million fans, is experiencing a growth of 71,000 fans per day. Its website traffic declined from 1.2 million in July of last year, to 321,000 in July 2010. However, some brands have been resilient and shown differing traffic patterns. Starbucks, which has the most Facebook fans at 12.7 million, has substantially maintained website and e-commerce traffic throughout the past year.

Facebook hosts fan pages and provides free analytics for companies. However, as high fan numbers triumph over website traffic, many marketers are taking advantage of the opportunity and allocating efforts to their Facebook campaigns. This growth presents Facebook with a revenue opportunity.