Just a few short years ago, the effectiveness of a company’s web presence was dictated solely by the strength and prevalence of its website. But as companies across the globe have begun embracing social media, an interesting phenomenon has occurred over the past year. In some cases, company Facebook fan pages have received more unique visitors than the company’s corporate website counterpart. See the specific example from a Webtrends whitepaper titled, “The Effect of Social Networks and the Mobile Web on Website Traffic and the Inevitable Rise of Facebook Commerce”:
[Webtrends] analyzed the website traffic of Fortune 100 websites based on ‘unique visits.’ The study revealed that 68% of the top 100 companies were experiencing a negative growth in unique visits over the past year, with an average drop of 23%.
To ascertain if Facebook had a part to play in this decline, unique visits to a brand’s website were compared with unique visits to its Facebook page (obtained using fan count as a proxy) within a three- to five-month period. In a sample of 44 companies, 40% exhibited higher traffic to their Facebook page compared to their website.
Based on these statistics alone, one can glean that social media as a whole is increasingly pertinent to a company’s overall marketing and communications campaign. Company websites will continue to lose ground as additional web traffic is divided among various social media platforms such as Twitter, Google+, etc. With that being said, companies must make themselves accessible on every social media platform in order capture the web traffic of their clients or customers. Social media continues to expand its reach, which provides new opportunities for companies to reach audiences that may never have visited their company website directly in the past. The data presented above tells a compelling story; social media is a viable communication strategy, and it’s time to build an integrated campaign to take advantage of the opportunities that social media presents.
Determining the appropriate communication mix is the ultimate challenge for many businesses. Domus, Inc. can provide a tailored assessment of your brand in order to develop targeted strategies that fit your company’s situation.
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Greg Smore is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at firstname.lastname@example.org or 215-772-2805.