More than 22 percent of websites contain links to Facebook pages, and other networks are growing in popularity as well.

A report from Zyxt Labs said that more than 22 percent of all websites include a link to at least once Facebook page, as businesses, media outlets and countless other organizations use the social network to drive web presences and conversions.

For most companies, social media marketing campaigns with Facebook are focused on appealing to their target audiences with either paid or unpaid social content. However, including a link on a website can help users who directly visit the sites find their way to a social page, building continuous engagement opportunities between brands and prospects.

With more than 9 percent of all website traffic in the United States going to Facebook, users that Like pages are going to see social content quite often. Typically, social marketing efforts are aimed at driving users from Facebook back to the website, but allowing them to Like a Facebook page from the official site can help build a stronger connection with site visitors and foster customer loyalty.

Zyxt Labs also found that other social sites are being included more often on companies’ websites. Social networks, such as Twitter and Google+, are also strong social marketing platforms.

Even as links to Facebook URLs are pervasive across the web, it’s clear that marketers are expanding their social focus. As Brafton recently reported, 70 percent of companies devote less than 20 percent of their overall digital marketing energy to Facebook, compared to nearly half who devoted more than 20 percent of their marketing efforts to Facebook back in March.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.