Research shows that branded websites are taking a traffic hit as users flock to brands' Facebook pages instead, Dave Chaffey writes. Companies should keep a close eye on social and branded-site traffic when planning their broader media-investment strategy, Chaffey advises. "Questions should be asked about the balance of media investments [and] whether they should be used to route visitors to the website as traditionally, or to Facebook and other social presences," he writes.

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