It’s a place for friends to connect, to catch up, to plan parties, and to upload embarrassing and political-career-destroying pictures of said parties.

So just how much, really, can businesses, products, and brands fit into the ever-expanding and evolving Facebook landscape?

Google has been trying to explore exactly that question, and has dug up some interesting numbers from a study done by Chadwick Martin Bailey and iModerate Research Technologies. The gist? Those party-picture-posting people might be more interested in your business’ Facebook page than you might think:

Photo courtesy Google Retail Advertising Blog.

So while a slim majority of Facebook users don’t bother with business pages on the site, the fact that even 45 percent do (with 27 percent of users following three brands or more) is hugely significant. More than half a billion people now use Facebook, and 225 million of those willing to form at least limited virtual relationships with businesses on the site is nothing to sniff at — especially considering how carefully the free, formerly-college-exclusive networking site has had to tread about introducing both advertising and commercial interests.

So, with that in mind, perhaps more interesting (and useful) are the numbers showing why Facebook users “friend” or “like” a particular company or brand:

  • 25 percent to gain access to promotions and discounts.
  • 18 percent to show support for the brand.
  • 10 percent simply because it’s fun and entertaining.
  • 8 percent to be the first to hear new information.

In other words, draw them in with opportunity, and you’ll have their ear when it’s time to make a sale.

Regardless, it all shows just how important a robust social media element of your Internet marketing strategy has become. Tools like Facebook and Twitter allow you to control and spread your message, to give loyal customers “insider access” that creates incentive for them to repeatedly return, to explore and harness viral marketing opportunities, and to create healthy forums for feedback, customer service, and dialogue. It’s simply a great way to connect.

Contact one of our Dallas social media marketing experts for more information about how to maximize your social media presence.