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BizReport : Internet : September 27, 2010

Are Facebook Pages killing websites?

Does your company need a website? This question is being asked in boardrooms around the globe as figures and consumer behavior suggests websites are losing out to Facebook Pages.

by Helen Leggatt

When you consider the size of some brands' Facebook audiences it's easy to see why some are questioning the need for a website and all the work and expense involved in maintaining one.

Even Wired magazine recently touted the idea that "The Web is Dead" thanks to the likes of Facebook and the increasing use of apps.

According to AdAge, several big brands' Facebook Pages are seeing more activity than their websites. For example, Kraft Foods' Oreo is the number 3 brand page on Facebook, with a fan base of over 10.1 million growing at a rate of 71,000 new fans each a day. Meanwhile, their branded website,, has seen U.S. traffic drop in the last year from 1.2 million in July, 2009, to just 321,000 in July this year.

Recently, more ammunition has been added to the argument that websites are becoming a thing of the past. New research by digital consultancy Beyond, found that almost a quarter (23%) of consumers would prefer to receive information from brands via Facebook, rather than a brand's website (21%) or company blog (3%).

"So is it time to turn off the web site?" asks Beyond's MD EMEA Nick Rappolt. "I would say that for low involvement brands the answer is much more likely to be yes. However, for high involvement brands the answer is an unequivocal no. For everyone else, it's probably more about creating a single digital experience where each platform has its own very specific role."

Tags: Facebook, Fan Page, website

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  • I think that one should incorporate as much social-media technology with their existing website. 

    There are plenty of gadgets, plugins, widgets that allow both to be very helpful of each other.

    I would definitely recommend having your own website because with one's own website - you can monitor who the humans are who isn't. You can track IP addresses , spam bots etc.

    I'm based in Cape Town, South Africa and I struggle to contact the relevant support personnel for Facebook when I have a problem, but when I email my Internet Service Provider (ISP) they come back to me within 6 hours from any of my requests.

  •  You should incorporate them, for sure, but too much reliance on them is no bueno. Seriously, rely too much on anyone as Mike said below, and you're run the risk of screwing yourself over. Even, or especially, if you rely too much on Google.

    Get many eggs in many baskets, so to speak.

  • Mike Reily

    Agree with everyone 100%. Social networks have their place in a marketing campaign, but there's a huge long-term risk in relying too much on any one platform. Facebook, Twitter... even Google. More good reading on the "navigation nightmare" in this MediaPost article from Sedo's Tim Schumacher:

  • Hello,

    It is obviously a very good way of acquiring online presence but according to me, it is not applicable to every business, plus you must be able to control that e-reputation

    @Dave: good to hear about the fb pages ranking ;-)

    Great article and discussion, thank you very much

  • @Gino -- I think you nailed it, FB is a obviously an essential part of the on-line presence but should not be a brand's entire, or even primary on-line presence.



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