If people are actively using and engaging with your branded Facebook page that you are serving, then they are getting the branded experience you want them to have. They are spending time with your brand. More than that, they are actively interacting with your brand and its message.

That level of engagement translates to more brand loyalty. Or at least to a more favorable impression of the brand. And that sort of loyalty and impression affects your bottom line. It may not have the same exact impact as interacting through your site, but the possibilities are there. You can direct people to your site to purchase what they find appealing.With Facebook Connect, you can have them make purchases directly through Facebook.

Ultimately, that’s what all of the brands above want. They want you to buy.

You can’t think of the web in a traditional sense. Good brands understand the power of leveraging new/social media to its fullest extent. They’re not worried about driving traffic to their site, they understand that brand engagement is more important and has a greater impact on their bottom line. And a clever marketer can increase their site traffic as well as make an immersive page experience.