Up until last week, you might have been content to leave Facebook out of your online marketing strategy. But now that we’ve seen this particular social network topple Google in terms of visits in the US, chances are you’re starting to re-think your position.

New Hitwise data on Facebook visitor habits only confirms its importance. According to the analytics company, Facebook visitors are more loyal to news and media websites than are visitors from Google News. In other words, if you follow a link to a news or media website from Facebook, you’re more likely to become a repeat visitor to that website than if you found it through a Google News search.

The data confirms something many already understand: recommendations from friends often have a much greater impact than those that come from advertisers. But how can real estate agents leverage a network like Facebook to bring in business without coming across as advertisers?

clarkcountryrealestateguide.com provides a perfect example of how to achieve this. Here, agent Dale Chumbley attracted 7,000 Facebook fans in just over two weeks with the simple strategy of publishing 365 things to do in his area over 365 days. So far, he’s written about museums, local cafes, bike trails, fishing - a wide range of topics that’s clearly appealed to just as wide a range of people.

Chumbley’s success backs up our previous advice on Facebook fans: give people a reason to become a fan. Of course, this goes for regular Facebook profiles as well as fan pages. Ask yourself why people would add you to their network of Facebook friends. Perhaps you’re the expert on the local music scene and could list all the upcoming gigs in your area. Or maybe you’re passionate about appreciating the local environment and could post photos and advice on the best hiking and camping spots.

Because it has such a massive worldwide audience, it’s easy to argue that being on Facebook at all is a smart marketing move. But to get the most out of it, you need to be offering something in return. Decide where your strength lies, then get out there and share it with the world.