Facebook. My arch enemy 🙂
Itroduction of the Facebook “like” button has opened new doors for marketers to explore. For the first time, social networking has been combined with social bookmarking. Many people feel that the Facebook “like” button will be more popular, and more widely used, than the Digg button.
The benefits of the Facebook “like” feature are obvious:
1. Exposure: Every time someone “likes” a Facebook page (or webpage) the action is shared with all their friends. In other words, if someone with 500 friends decides that he or she likes your page, that action is logged on the profiles of 500 other users. All it takes is for one influential Facebook member to hit the “like” button, and it gathers speed like a snowball.
2. Chain reaction: Friends tend to “like” what their friends like. It could be a matter of trusting a friend’s recommendation, or it could simply be a matter of “following the herd”. Regardless of what the reason may be, the trend has been proven on other networks like Digg and Stumbleupon. When any person with a number of friends “likes” a page, a reasonable percentage of those friends will visit the page, and a good percentage of those are likely to “like” the page as well.
3. Incentives: It is possible to offer incentives to those who “like” your page. As such, you are in a position to apply some leverage to get the visitor to hit the “like” button. It could be discount coupons, or access to regular special offers, or bonus offers. You could even narrow it down to liking specific items – like a specific article, or a product.
4. Analytics: By using Facebook insights (available thanks to the API) it is possible to get some interesting information – even including geographics and demographics. This allows you to target your content, offers and communications to suit your typical visitor. Furthermore, the API also allows you to use Google Analytics for a different set of measurements – since you can use coding inside your Facebook page.
Finally, the insights feature also allows you to track Facebook activity related to your domain. As such, it offers you feedback as to the efficiency of your website. In short: The Facebook “like” feature allows you to gain exposure, and use the existing relationships of members to increase that exposure. Afterwards, you can find out who came, where they came from, and what they are like.
Currently, there is nothing else that offers the same capabilities – and nothing as fun as Facebook. Relish in this and enjoy playing in the marketing industry 🙂