Facebook overhauls Google’s number of visitors- What could it mean for businesses?

Hitwise, a research firm, recently released stats unveiling an important insight – Facebook overhauled Google and became the most visited site in the US. Like all other numbers, Hitwise’s research results ought to be taken with a pinch of salt. Firstly, they haven’t compared all Google’s web functions such as Maps and Gmail with Facebook, which indicates skewed data. Second, they might have included the number of return visits catapulting Facebook to a higher position as compared to Google.

However, for a website that has spent far less no. of years on the playground, this is certainly a huge achievement. Social media strategies of different businesses may undergo transformation as a result. What was once a pastime for college students may transform into a magnet, attracting serious website traffic. To understand what this could mean for your business, we must first understand the user’s perspective.

Users have different expectations from both the channels. While Google may be more of an instrument of search, Facebook achieves the purpose of connecting with people and developing relationships. Businesses likewise should have different expectations from both channels and similarly different means of approach. If businesses understand how users take their online presence, they will able to meet user expectations more quickly and easily.

What Search Engine Optimization (SEO) is to Google, Social Media Marketing (SMM) is to Facebook. Therefore, which channel or combination of channels work for a business, will depend on the purpose and the target audience. For example, a SMM strategy would work well for an NGO having a social cause rather than a real estate broker as it would be easier to spread the message and draw participation. On the other hand, for a real estate broker direct marketing through ads or increasing the number of visitors through SEO may be more effective. While an NGO may measure success on the basis of awareness it creates among people, a Real Estate broker will typically count the leads generated through the efforts.

Comparing both channels is like comparing apples to oranges. In order to benefit from either channels, you will have to define the strategy that works best for you. That will mostly depend on the success metrics that you decide for your business.

Buzz – a threat to Facebook?

We haven’t forgotten Buzz, or have we? The inception of Buzz attracted media headlines with an immediate user reach of millions of customers. Ideally, if all the Facebook users covert into Google we could see a single dominant platform for all marketers. However, this situation seems almost next to impossible considering Facebook fan base and the widespread love for the social networking website. By introducing Buzz, Google has leaped head on in the social networking pool but will it emerge as a winner?

Has Facebook’s overtaking Google in the number of visitors encouraged you to tweak your social media strategy? Please post your views in the comments section below.