Facebook has quietly become the biggest relationship-marketing provider for many brands.
For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites or e-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 whose Facebook 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 than 40% to 242,000 in July compared to a year ago, per Compete.
Kraft Foods’ Oreo is the No. 3 brand page on Facebook as tracked by DBM/Scan, with an 8.7 million fan base growing at a clip of 71,000 a day. But the multi-brand site where its web presence has been hosted, NabiscoWorld.com, has seen U.S. traffic decline from 1.2 million in July 2009 to 321,000 last month.