Facebook Pages Used by More than Half of Major Retailers

A study by Rosetta, an independent interactive marketing agency, more than half of leading retailers have now taken advantage of Facebook Pages. The study followed 100 leading retailers in the U.S. from April 2008 to September 2008, where Rosetta saw the number of companies with Facebook Fan Pages double. Retailers like Best Buy and Wal-Mart have turned to Facebook Pages in order to promote their brands across Facebook’s social network.

When Facebook Pages first launched, they almost seemed like a consolation prize for brands that had wanted ways in which to build their presence on Facebook’s network without necessarily advertising or giving into the Facebook Beacon debacle. With MySpace having already become a place where companies and public figures could promote themselves, Facebook needed a similar option for those wanting to market to its users. While Facebook Pages could still stand some major improvements, businesses are finding ways to work around current issues and misgivings with Pages.

So what’s the benefit and why have we seen such a large increase from leading retailers? Rosetta attributes these changes to a widespread recognition of Facebook’s power as a communication tool between retailers and consumers. This may become increasingly apparent as third-party sites like Viewpoints create Facebook apps and enable users to post their reviews and recommendations within Facebook, a network where a product recommendation can go further than it would on an actual consumer-driven review site, thanks to Facebook’s social graph.