Among those who are taking advantage of the growing traffic on Facebook are mobile carriers which created their own Facebook Fan Pages. Â Major wireless carriers such as AT&T, Sprint, T-Mobile and Verizon Wireless have their own respective Pages on Facebook which they used as marketing tool containing company profile and other content related to their products and services. Â While these Pages maybe a good marketing tool, the question is – are these Pages driving traffic towards the wireless carriers’ websites?
Compete’s data and analysis say yes. According to Compete, traffic as well as engagement to these fan pages have been increasing over the past few months.
Measuring level of user engagement on Facebook fan pages and comparing them among wireless carriers, Compete’s analysis yielded the following:
- The average time per visit for any carrier fan page from December to February was only 36 seconds
- Both Sprint and Verizon Wireless were able to boost their time per visit above one minute in February
- T-Mobile, the newest carrier to create a Facebook fan page experienced a decrease in time per session from December through February
While engagement data were not significantly high, it would be interesting to note that spikes occur whenever these wireless carriers are announcing new features, products and services. And that’s also the time when Facebook Pages are driving more traffic to the wireless carrriers’ websites.
Now here’s a more interesting part, Compete also looked into cross visitation rate and found out that the percentage of unique visitors going to a carrier’s fan page who are also visiting the carrier’s website during the same session has increased significantly for the major wireless carriers.
This only goes to show that Facebook Pages is an effective tool for driving traffic to mobile carriers’ websites. And perhaps, even for other business Fan Pages on Facebook.