Facebook Tops Google

Facebook has topped Google.com in traffic for the first time in Internet history, with Mark Zuckerberg’s social networking creation spending nearly all of 2010 as the most visited website in the United States.

Facebook edged out Google with 8.9 percent of all U.S. visits between January and November 2010 (second-place Google had 7.3 percent), according to Experian Hitwise, an Internet measuring service.

Google dominated the top spot as the most visited site in America during 2009 and 2008. MySpace was the No.1 visited site in 2007; it’s now No.7.

From the big picture, 68 percent of Canadians use the Web. This is believed to be the highest penetration in the world, according to comScore, an Internet measurement company tracking global access.

France and Great Britain have equal ranking of 62 percent, followed by Germany, 60 percent, and the United States, 59 percent. About 17 million Canadians, or 53 percent of the population, have Facebook accounts.

We, at WMB, believe the stats are telling because they show millions of consumers have access to social networks and potentially just about any business with an interactive Web presence.

Web comments people make about products, services, and companies is input from consumers, who have direct exposure or experience, or know someone who has it.

Facebook and Twitter see the highest adoption rate in social media and marketing, while customer reviews rank No.1 for boosting sales and customer engagement, according to recent research by internetnews.com.

Taking things a step further is a report, “Communability and Social Media Study,” done by e-commerce consulting firm, the e-tailing group, and online customer review firm, PowerReviews.

The report findings come at a time when recession-strapped companies are turning to social media marketing as a more affordable way to promote products and services.

The trend coincides with the uptick in the community base of social networking sites. Facebook just passed the 300 million user mark and provides a vast traffic volume for retailer branding efforts.

But Facebook and Twitter aren’t the only social media used by marketers. The other top brands include Twitter Publishing, with 65 percent saying they currently use it; customer reviews and blogs, both used by 55 percent; and virtual videos by 50 percent.

WMB agrees with Lauren Freedman, president of the e-tailing group, who says:

“All merchants must test and understand how to effectively deploy it (community and social media) for their brands to retain customers, encourage sales, and avoid abandonment to competitors who’ve better embraced its marketing potential.”

What’s The Future?

Increasing sales is the ultimate goal for adopting social media marketing, but Freedman’s study found three concerns by retailers.

First, brands want to put their own spin on their products and services, and mitigate “brand degradation” from consumers already using sites such as Facebook.

Second, retailers want to be seen as up-to-date in their online presence, not out of touch.

Third, study participants fear their customers will leave e-commerce sites for others that are more socially engaging. It’s akin to hanging out with the most upbeat and “cool” site.

The e-commerce study found Facebook is considered by merchants to be the “single most effective tactic in mobilizing brand advocates and influencers to spread the word about products/services.”

Still, customer reviews are at the top by a wide margin, with 78 percent of those polled listing that information as the No. 1 social media tool for generating sales, and 61 percent listing it as No.1 in driving customer engagement.

The bottom line: Social networking isn’t just about online talk. It’s about marketing – yourself, your company and your products.

This post is by TechMan, WMB co-author. Please share this post!