Coca-Cola has 19.8 million Facebook fans many of whom they’ve cultivated with a year-long social media campaign called Expedition 206. That’s all well and good for my favorite soft drink company, but what about the gourmet cupcake bakery or the coffee shop that’s not Starbucks?

According to eMarketer, companies, which I take to mean brand names, only make up 6% of the fan pages on Facebook. where as local businesses make up 17.6% of the pages, the most populated category on the chart. But while there may be more than twice as many local business pages, you can bet that the total followers don’t add up that way.

One of the most common predictions is the growth of online advertising spend over the next however-many years. It’s the prediction that keeps the engine turning and the machine moving forward. After all, if there is no advertising then why are we doing this whole Internet and mobile thing anyway? Are we just trying to make life better for people? C’mon man!

One metric that no one in the marketing industry likes to talk about is just how accepted and effective online ads are. Well, I take that back. If the study says that these ads are a good thing then it’s presented as common sense and logic but if you see the kind of numbers that AdAge produced through a study done by Ipsos Observer, then the industry will look for the closest rug to sweep this one under. Emarketer presents these findings.