In There are over 800 million users on Facebook. On average, each user has 130 friends. If a few of these users choose to share your message about your brand, product or service, imagine the visibility it would get! Central to Facebooks viral prowess is its Like button, which has the unique ability to drive word of mouth and referral traffic from the site. But how do you leverage the Like button?
The power of the Facebook Platform and the Like button can be amplified when used in conjunction with the Adobe Online Marketing Suite, powered by Omniture, to measure and optimise social marketing efforts, advises the Adobe Online Marketing Suite Best Practice Guide. The Adobe Online Marketing Suite components, Adobe SiteCatalyst and Adobe Test&Target, are the key tools to enable this.
According to the guide, one of the most powerful ways to enable users to share on Facebook is by implementing the Facebook Like button on your website. The potential benefits of implementing and optimising the Like button can result in significant, measurable returns. For example, over 40 per cent of Levis traffic from all sources came from Facebook after the company added the Like button to its website.
There are three steps to successfully measure and optimise the impact of the Like button. They are:
1. Implementation: What is the most effective way for your business to take advantage of Facebooks developer tools to implement the Like button?
2. Measurement and reporting: How should you set up tracking for the Like button within the Adobe Online Marketing Suite, to maximise data and insights from user interactions?
3. Optimisation: How can you optimise the user experience with the Like button, including placement, style (Like vs Recommend), features such as profile pictures, and so on?
To know how you can go forward with each of these steps, download the Adobe Online Marketing Suite Best Practice Guide.
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Optimising the Like button with data: a high-level view of the process |
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To maximise returns from use of the Like button, companies can follow a few important steps, including: |
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Track interactions to determine how effective the Like button is on site traffic, engagement and conversion |
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Capture available data through Facebook Insights (at www.facebook.com/insights) to better understand the demographic profiles of visitors and customers who interact with the Like button |
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Leverage these insights to optimise the Like button placement and style, and help ensure a positive experience on the website and on the Facebook fan page |
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Use this data to reach potential customers on Facebook more effectively through targeted advertising campaigns and Sponsored Stories (at >https://www.facebook.com/adsmarketing/) |
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