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Maintaining a presence on Facebook has become a necessity for marketers, rather than an optional or extra activity. And the importance of the social network for brands has led to a flood of companies that develop pages on the social network.
Facebook page creation is a booming area of technology, with new offerings and startups appearing on a regular basis.
The field is so crowded that even experts in social media may find it difficult to explain the differences between one company and another — even the social network's directory uses only geography to differentiate among the vendors.
So we sent a questionnaire to all of the vendors listed under the page tools category in Facebook's developer directory.
We asked them to tell us what their prices and paying customer bases are, because those are things that no amount of marketing-speak can fudge.
The responses to these questions appear in the roundup below. This is by no means comprehensive, and we plan to update this post as more companies enter the field.
To all of the page developers listed in Facebook's directory but not yet appearing here: We'll add you to this post as soon as you complete that questionnaire and return it to us.
Carrot Creative
Product Name and Price: Carrot Creative, $100,000 and up for custom campaigns and solutions
Number of Customers: 10
Top Customers: Red Bull, Burton Snowboards, Bloomberg, Disney, Ford, and News Corp.
The Fan Machine
Product Name and Price: The Fan Machine, $15 for a basic (self-service) promotion, and up
Number of Customers: Thousands
Top Customers: MTV, Turner Broadcasting, UNICEF, Samsung, Mercadolibre.com, Groupon
Fission Strategy
Product Name and Price: Fission Strategy, $15,000 to $35,000
Number of Customers: About 30
Top Customers: Knight Foundation, Grameen Foundation, Define American, Center for Community Change, ONE Campaign, Oxfam, Greenpeace, NRDC, MomsRising, and AFL-CIO
Friend2Friend
Product Name and Price: Friend2Friend, custom development starts at $15,000
Number of Customers: Hundreds
Top Customers: HarperCollins, Siemens, Paramount, Universal Pictures, Hyundai, Volkswagen, Avon, People's Choice Awards, New Belgium Brewing, Outside Magazine, REI, Polartec and Bacardi
HootSuite
Product Name and Price: HootSuite, basic starts at $5.99 per month
Number of Customers: More than 2 million
Top Customers: PepsiCo, Sony Music, U.K Foreign and Commonwealth Office, New York Public Library
Likeable Media
Product Name and Price: Likeable, $3,000 and up
Number of Customers: About 250
Top Customers:1800Flowers.com, Verizon, Neutrogena, The Pampered Chef, Restaurant.com, Things Remembered and Ritani
North Social
Product Name and Price: North Social, five plans range from a $19.99-per-month starter plan for small businesses to a $149.99-per-month multipage plan for agencies and global brands
Number of Customers: More than 15,000.
Top Customers: Zynga, Electronic Arts, AEG Live, Hyatt, Expedia, 1.800.Baskets, Stanford University, Sony, Dallas Mavericks, Greenpeace, Reef, Guess, Penguin Publishing, Playboy, The Next Web
PageHub
Product Name and Price: PageHub, Tools start at $154 per month after initial setup charge of $1,867
Number of Customers: 30
Top Customers: Monsoon, Accessorize, LuckyVoice, Lazy Oaf, Shaake
Pagemodo
Product Name and Price: Pagemodo, Basic is $9 per month or $75 per year; Pro is $19 per month or $159 per year; Agency is $59 per month or $399 per year.
Number of Customers: More than 250,000
Top Customers: Pittsburgh Steelers, Korean Pop, City of San Diego, Michael Bolton, University of Kentucky, The Oscars, and Domo
Shoutlet
Product Name and Price: Shoutlet, $15,000 to $300,000 per year and up
Number of Customers: Thousands
Top Customers: Burger King, Four Seasons, Cisco, CareerBuilder, Burt's Bees, Bare Escentuals, Reader's Digest, IKEA, Snap-On Tools, and Norwegian Cruise Line
Socialbakers
Product Name and Price: Engagement Builder, $250 to $900 per month
Number of Customers: More than 500 paid (300,000 free)
Top Customers: Lufthansa, L'Oréal, Danone, Vodafone, Samsung, GE Money, Ogilvy, Kraft and Peugeot
Strutta
Product Name and Price: Strutta, as low as $299 for do-it-yourself tools
Number of Customers: Hundreds
Top Customers: Crate and Barrel, Adidas Golf, Edelman PR, Hilton Hotels, Men's Health and Women's Health magazines and United Way
Syncapse
Product Name and Price: Syncapse Platform, licensed according to the number of managed locations
Number of Customers: 80
Top Customers: BlackBerry, Anheuser-Busch InBev, Diageo, Nationwide Insurance, and Sony
Tigerlily
Product Name and Price: Tigerlily, price depends on number of pages and apps included
Number of Customers: 50
Top Customers: Universal Music, Disneyland, Orange, YSL, LVMH, M&Ms and French Republic
Usablenet
Product Name and Price: Usablenet, $50 to $250,000
Number of Customers: 12 by year-end
Top Customers: Amtrak, Delta, Estée Lauder, FedEx, Hilton, Marks & Spencer, ShopNBC, Sprint, JCPenney, Victoria's Secret
Vitrue
Product Name and Price: Vitrue SRM, starts at around $500 per month for small and midsized companies
Number of Customers: Hundreds
Top Customers: BBDO, Digitas, OMD, GameStop, JCPenney, Best Buy, Converse, Toys R Us, McDonald's, Dairy Queen, Domino's, Macaroni Grill, IMAX, AMC, AT&T, Intel, American Express, FedEx, MTV, Disney, TLC, Discovery, Clear Channel, Frito Lay, P&G brands, Johnson's, Dr. Pepper, Maybelline, Snapple, Honda, Ford, Harley Davidson, Southwest Airlines, NASCAR, University of Texas, Emory University, Project (Red), Miller Lite, Southern Comfort, and Coors Light
Votigo
Product Name and Price: Facebook Applications, self-service offering starts at $250 per use, premium solutions and applications start at $5,000
Number of Customers: more than 300 for premium offerings; self-service just launched
Top Customers: Ford, Intel, Starwood, AOL, AMD, Simmons, Jeep, Fisher Price, Draft FCB, CP+B, Triad, BBDO, and Big Fuel
What's Next Marketing
Product Name and Price: What's Next Marketing, $1,000+ for custom development, $10,000+ for custom campaigns
Number of Customers: more than 100
Top Customers: American Chemistry Council, Florida State University, Carmichael Racing, 1-800-411-PAIN, The Water Quality & Health Council
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