With over 900 million Facebook users and over 2.5 million website integrated with Facebook, it is important to know exactly how to measure the impact of the “LIKE” button on your website. You already know that the power of word-of-mouth amongst your customers is never going to be devalued, so leveraging the power of Facebook to amplify that message is key to your social strategy and overall social success.
First, if you haven’t already added the Facebook “LIKE” button to your site, we recommend doing so immediately! Even if your site is not e-commerce based, you still have content and imagery that is valuable to someone and I am sure you wouldn’t mind that being shared. (Remember, every Facebook fan has an average of 130 fans = Facebook Ripple Effect!)
Secondly, understand the importance of the “LIKE” button.
1. It is going to help you to establish that connection between your site and your community. You want to be able to capture a site visitor and turn them into a fan to continue communications with them.
2. It will help to drive referral traffic to your site once that site visitor makes the Facebook connection. Even if only one of their fans sees that they have made the connection and is now viewing your site – that is success!
3. You can have a gauge to measure how much traffic the two are driving to each other. Which products or services are people “liking” and turning them into fans?
Here are some of the benefits that other brands have seen as a result of implementing the “LIKE” button on to their website (source: Facebook Internal Data)
Levi: Over 40% of Levi’s traffic from all sources came from Facebook after the company added the “LIKE” button it its website.
American Eagle: AE added the “LIKE” button next to every product on its site and found Facebook-referred visitors spent an average of 57% more money than those not referred by Facebook.
The average media site integrated with the “LIKE” button sees a 300% increase in referral traffic.
TIPS ON GETTING STARTED
1. Start off testing the “LIKE” button in different areas of your site. Maybe you might find it does best next to every product, or near the comments section of your site. It never hurts to place multiple “LIKE” buttons on a single page – just make sure there is a unique call to action for each.
2. Leverage Facebook’s Insight platform to learn from this new addition. You can view referring traffic, changes in your demographic and engagement.
3. Learn from those Insights to see if the placement can be optimized.
4. Review the best practices on specific placements
5. Download the “LIKE” button for your site here.