With one part science and one part guesstimations, social media firm Vitrue says they’re seeing Facebook’s click-through rates prosper.

Under Vitrue’s formula, the click-through rates for Facebook brand pages look great — better than the average e-mail campaign and far less expensive than a standard online ad.

Click-through rates for display ads on Facebook have traditionally been panned. But the click-through rates for content on brand pages’ walls are as high as 6.49%, according to estimates from Vitrue, decimating estimates for traditional ads of lower than one percent.

What does this mean for your business? It means you can’t rely on a traditional advertising campaign if you want a high return with social media. You have to play by their game. You have to be social.

Facebook’s demographic turns to the site for interaction, entertainment and information. If you’re offering those things on your brand page — and promoting the page — you’ll see better results and get your message out to the people you want to hear it.

Interested in the exact click-through formula? Vitrue shows their math at AdAge.com.