There you go then – statistics never lie do they? For a time earlier this month, Facebook was the most trafficed site on the planet according to Hitwise, relegating Google to second place for the first time in, oh, I don’t know how long! Clearly Social Media has now beaten Online Search into submission and a new era has dawned!

Not really Armageddon for Search

Well not really, though we are entering an interesting phase, even if it isn’t the cataclismic event that I’m sure the film industry would manage to turn it into if they had the chance. Simple measurement of user hits remain somewhat skewed because of the very different nature of the beasts – Facebook is designed to be heavily used as a full on “destination site” with each member spending significant periods there, whereas Google is more a doorway to the web rather than a final destination in itself.

Nevertheless, the increase we see from Facebook in the graphic above is certainly impressive and currently shows little sign of slowing down as both membership and usage continues to increase. We can therefore be certain that this type of trend is likely to develop further as we go on before probably flattening out – at exactly what point that happens remains to be seen.

Implications for Businesses

But does this show a real power shift in the online marketplace and, if so, where does the real power lie? Equally, how can we, in the business world, tap into and use these tools for our own purpose?

In Google’s case, we are in general well versed in the benefits that it and the other Search Engines can bring in the form of Search Engine Marketing, both from a Pay Per Click and an organic Search perspective. When it comes to Facebook, however, we are still on a learning curve, much as the network itself is. The other Social Media platforms are also adding to the complexity of the situation facing us, as we battle to ensure that our brand, services or products remain uppermost in our target market’s mind.

So it is really Social Media vs Search? Not really … as with all elements of marketing, it comes down to ensuring that we cover all avenues that our current and prospective customers use, online and offline. This may be to research purchases, keep up to date with news or simply for pleasure. But whatever it is, we need to be aware of what their activities and requirements are in each so that we can plan and adapt accordingly.

Oh, and in case you were wondering, that’s actually where the real power lies – with us as users and consumers!

Related posts:

1. Google helping social media? Surely not!
2. Foursquare, Google, And The Search Schism Of 2012 | Fast Company
3. How Often Should You Post On Facebook?