Healthcare Marketing: Facebook Surpasses Google

Facebook has surpassed Google as the most visited site in the US.

Facebook had flirted with it on several previous occasions.  Facebook was the most visited site on Christmas Day, Christmas Eve and New Year’s Day.  And Facebook took the top spot during the weekend of March 6th and 7th.  But according to Hitwise, the week ending on March 13 was the first full week Facebook was the most visited website.

And to indicate Facebook’s rapid growth, the marketshare of visits to Facebook.com increased 185% over the same week in 2009. While Google’s increase was only 9%. Facebook.com and Google.com accounted for 14% of all US internet visits during the week.

Until recently no one could conceive of any site taking over the top spot from Google.  It is quite remarkable that Facebook has done just that. It is yet additional proof of the popularity and power of social networking.

And it emphasizes that any healthcare marketing strategy must include serious consideration of social media. Despite the fears, pitfalls, worries and concerns healthcare marketers have for social media, it cannot be ignored. There is just too much traffic and too much engagement on Facebook to dismiss.

Of course participation on Facebook by a brand is not necessarily easy.  Just to be there is not sufficient. The nature and use of the social media site requires marketers to use different strategies. It requires engagement, conversation and participation.  It also requires brand confidence and perhaps some courage too.

But when done right, the rewards can be significant. Marketers are trained to go to the marketplace…where the consumers are.  And they are certainly gathering on Facebook.

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