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Arment Dietrich

Four Billion Reasons You Need a Facebook Page

By: Arment Dietrich | June 22, 2011 | 
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Last month marked big news in the Internet world. Google reached one billion unique viewers.

One. Billion. Unique. Viewers.

This is the highest amount a web company has ever seen.

According to comScore, the four sites with the most unique visitors during the month of May are as follows:

  • Google with one billion unique visitors (8.4 percent increase per month)
  • Microsoft with 905 million (15 percent increase)
  • Facebook with 714 million (30 percent increase)
  • Yahoo 689 million (10.8 percent over the past year)

According to the Wall Street Journal,

ComScore’s estimates are based on its “global measurement panel” of two million Internet users, similar to how Nielsen measures television ratings. ComScore refines the estimates with “page view” data that it receives from more than 90 of the 100 publishers of Web content, but not from Google.

What’s even more interesting is the amount of time these visitors are spending on the sites.

Internet sites in order of most time spent by visitors during the month of May:

  • Facebook with 250B minutes spent on their site in May (66.6 percent increase from last year)
  • Microsoft with 204B minutes spent (13.6 percent decrease)
  • Google with 200B minutes spent (13 percent increase)

It might not come as a surprise that Facebook is the number one Internet site in terms of minutes spent on the site, but what does that mean for marketers?

With 714 million unique visitors spending more than four billion hours on the social networking site in just one month, this screams build your company here.

Remember this isn’t about quantity; it’s about quality. It’s about being available to people who are there.

So, here is my promise to you:  If you don’t have your company on Facebook, email me.  I will send you some simple steps and help you get started.

17 comments
JimScott
JimScott

I also think it would be interesting to know how people use Facebook. I know a lot of people have it up all day long and check it periodically but with everything having notifications now I wonder if it's changing the way we connect to FB. You have something to say or you make a comment on a post. Instead of trolling your post every hour you just wait for that email that let's you know there is action on something you did.

When your crops are ready to harvest you get an email. When someone posts a picture of you and tags you an email is sent to you. We have FB on our mobile devices now that notify us when there is a notification lol. My point is that I bet there is less and less actually 'browsing' around FB than there has been in the past. If that were true, it would seem to be bad for company FB pages.

JimScott
JimScott

Very interesting article here. Basically the assumption is that because a lot of people spend a lot of time on Facebook, having a company Facebook will be good for business. This seems a little bit like making the assumption that because a lot of people spend a lot of time driving in cars, having a company car will be good for business.

To be clear - I would never argue against having a company Facebook. It takes almost no time to setup, requires no tech support, and will certainly be the lowest cost asset in the business. But to think that it will be good for business... eh, maybe not.

So 714 million people were on FB in May. The internet has matured past 'unique visitors' being something that people start writing checks for so the real question is - what were they doing? If Zynga's subscriber numbers are any indication than fully 25% of them were playing a Zynga game. And if the numbers from sites like appdata are any indication, there are probably another 50 million more playing a non-Zynga game (I was as shocked as you to find out there were non-Zynga games). That's a very large percentage right there that are on FB to game. A typical FB session for my wife is log on, scan the feed, open Farmville.

I personally don't know many people who visit company FB pages. I've liked a few, and I see their posts, and I'm always interested when my local olive oil company gets a new flavor, but I never visit their pages. What's the point? Let's remember that FB pages are what web pages used to be in the later part of the mid 90s - nothing more than a digital version of a sandwich board in front of a brick and mortar. You can read about the daily specials, chat to the person standing next to you about how good they look, maybe check out a picture taped to the stores window front - but that's about it.

Ricardo Bueno
Ricardo Bueno

I agree that having a presence on Facebook is important especially if you're clients spend time there (and let's face it, for the most part they do). It's great top-of-mind presence management (if that makes sense).

But, people ask me from time to time: Ricardo, should I just get a Facebook Page instead of a website? And that's where I wave the caution flag. I don't think a Facebook Page should be your sole presence (I think a website that you own and control should). I can't stress that enough. And I suppose I'm going off topic here, but I just needed to get that off my chest :-)

Howie Goldfarb
Howie Goldfarb

BTW You know I love Spin Sucks and Arment Dietrich. And today I saw the blog post about managing unruly clients in my feed. I clicked like. But I can not remember the last time I was on your page. But I come here almost every day right? 8)

Howie Goldfarb
Howie Goldfarb

But no one goes to Facebook pages! Seriously. No one. The stats are proven. I just blogged using Compete's US numbers for Facebook showing how few people are active using Unique Monthly visitors and total visits for the month of April. And if someone logs in once per month they are in the 714million right? But can you ever reach someone who is rarely on there? Which is over 50% of the users are almost never on the site. Those people are still using Google.

Very deceptive numbers. I would never ever use gross visits or accounts ever when determining a strategy for a client. I proved that if 22 million of the 67million US users logged in for 1 hour today then the other 45mil will each average less than 3 minutes. But Facebook wants to say 67million logged in today. But what does that mean? It means nothing for marketers.

And recently now the main stream news and bloggers are catching on with what I have been screaming about for over a year.

Your own website and SEO is much more important than Facebook ever will be.

OnlineBusinesVA
OnlineBusinesVA

This is so true! social media is an effective tool to get exposure and for creating brand awareness. the best part of social media is that you can have others opinion about your product.. i guess this is the only reason why we are seeing such a huge turnouts of companies in media’s like FB .

Jmodio
Jmodio

What do you think Molli, only 3-7% of people who actually like a page ever see it's updates. The large the fan base, the smaller the percentage. The page really needs engagement and activity if more people are seeing what you have to say. Apart from that, you're going to have to pay for FB ads to reach out to everyone you want to.

eBrekh
eBrekh

@jeffespo I was expecting a list or infographic of 4 billion reasons. I cant even believe it needs that much explaining...its 2011, come on!

NancyD68
NancyD68

Wow. That is crazy. I personally am not addicted to social media in any way, and I NEVER,. EVER Tweet or use Facebook or check email in the bathroom (or while my boyfriend is sleeping) I have never done that - just saying!

Jens P. Berget
Jens P. Berget

Wow, that's just amazing. Facebook is definitively important, but I didn't know that the numbers are that high. I live in Norway, and I hardly know one person who's not on Facebook, and they are spending a lot of time there every single day.

I work at a University, and we have more or less our student service on Facebook. It works great (at least I believe that it does) :)

MolliMegasko
MolliMegasko

@Jens P. Berget I think it's smart your school is connecting to their students using the social sites the kids are already on.

ginidietrich
ginidietrich moderator

@Jens P. Berget I love Facebook so I definitely add to those four billion hours. It's a great way to keep in touch with people around the world!

Jens P. Berget
Jens P. Berget

@ginidietrich that's true :) I'm not using Facebook as much as I'm using blogs and Twitter though. What about you, are you spending more time on Facebook?

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  1. […] To put that in perspective, more than one in seven of the world’s population are now hooked up to the social media behemoth. […]