Facebook and the Institutional Web

Earlier today a tweet alerted me to a post entitled “The Web Is Shrinking. Now What?” which described how “When you exclude just Facebook from the rest of the Web, consumption in terms of minutes of use shrank by nearly nine percent between March 2010 and March 2011, according to data from comScore. And, even when you include Facebook usage, total non-mobile Internet consumption still dropped three percent over the same period.“.

This reminded me of a post I read a few days ago about a Web site which has migrated to Facebook in order to minimise costs whilst maintaining audience share. Similarly a few months ago I can across an article which described how the pubic Web sites for companies such as MacDonald’s had dropped whilst traffic to their Facebook pages had increased.  In light of the evidence which is emerging what is the future for the institutional Web site?