The latest social tools – including the Like button, Recommendations and Activity Feed - from Facebook enable marketers to make their site more personalised for visitors with just a few lines of code. Within the first week of availability, more than 50,000 sites have added social plugins.
The most important and powerful plugin is the Like button, which can be placed on any object (web page, an image, an article) so that people can create connections to it and share it with their friends back on Facebook – giving you greater distribution across the web. Below is more information to help you get started with social plugins today.
“Liking” is one of the most popular actions on Facebook, as people like their friends’ status updates, links and photos everyday. Now marketers can bring that same type of interaction to your website. More than 25 billion pieces of content are shared on Facebook each month, and you can make it easier for your content to be shared via the one-click Like button. If the word “Like” isn’t appropriate for your product or service, you have all the same functionality with the “Recommend” button.
Viral distribution on Facebook = referral traffic
Once a piece of content is shared back to Facebook, it will show up in the News Feeds of your visitor’s friends (the average Facebook user has 130 friends), so that they can click on it and be directed back to your site. For example, IGN.com, with around 29 million monthly unique visitors, has experienced a 20% lift in referrals since adding the Like button.
Show what’s most popular
The Recommendations plugin shows personalized recommendations to your users. Since the content is hosted by Facebook, the plugin can display recommendations whether or not the user has logged into your site. To generate the recommendations, the plugin considers all the social interactions with URLs from sites. For a logged in Facebook user, the plugin will give preference to and highlight objects her friends have interacted with.
Relevance and personalization
Give prominence to socially relevant articles tailored for each visitor with the Activity Feed plugin. Activity Feed displays the most interesting recent activity taking place on your site so that people can see what their friends are reading, sharing and liking. Similar to how people are greeted with a personalized News Feed of their friends’ activity on their Facebook home page, now marketers can surface the content that matters to each person who visits your site.
When websites are more social, personalized and relevant, visitors are more likely to spend more time on them.
A spokesperson for IGN.com recently told ClickZ: "We launched a Like button for all games on our sites. With what we've seen so far, these social features have the potential to drive engagement among users. The more Likes games get, the more people will know about them. It's a great way to spread the word to other gamers and engage gamers with content."
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