Posted by Steve Parker, Jr. (@sparkerjr)
Recent data indicates that Facebook ‘Likers’ are more engaged, active and connected which is why they are good for data-driven marketing.
This alleviates some questions that may have arisen when Open Graph rolled out in April about whether or not it was too creepy, even if for the web, that a consumer could know that their friend from the 5th grade (we all know how Facebook “friends” really work) liked the same song that they were listening to on Pandora.
Facebook has recently released statistics that indicates that users, who click on Like buttons on Open Graph-enabled websites, as well as the Like button within the Facebook platform, are more social than the average Facebook user.
The average ‘Liker’ has on average 2.4x the number of Facebook friends than the typical users. While this is almost a given, knowing that a main goal of the Like button is to increase sociality, there are other statistics that demonstrate that the user is also more engaged. These ‘Likers’ are more interested in exploring external content and click on 5.3x more links to external sites than the typical user.
Data indicates that websites which have implemented the Like button or other social plug-in have experienced incredible traffic increases. For example, ABC News experienced a190% since implementation, Gawker experienced a 200% increase and Sporting News experienced a 500% increase. Facebook also shared data regarding how social plug-in have affected NHL.com. “Visitors are reading 92% more articles, spending 85% more time on-site, viewing 86% more videos, and generating 36% more visits.”
The data tells the story – social plug-in are engaging and a great way to connect with the consumer. So, what’s the best way to approach these ‘Likers’?
1. Implement Social Plug-in, beginning with the Like button. When a person clicks like, a story is published to their Face book friends with a link back to the website, the article is added to their profiles and the article is discoverable through Facebook search.
2. Optimize the Like button. By showing friends’ faces and placing the button near engaging content (but avoiding visual clutter with plenty of white space), click through rates improve by 3-5x.
3. Publish back. Publishing engaging stories or status updates (things that are emotional, provocative, related to sporting events or even simple questions) increase on-Page engagement by 1.3-3x
4. Integrate the Activity Feed. Consumers who click on the Activity Feed plug-in generate 4x as many page views as the average media site viewer. It is recommended that the button be placed above the fold on the homepage and at the bottom of each article for maximum engagement
5. Use the Live Stream to engage users during live events. The live stream box can aid marketers in reaching their audience, facilitating the sharing of content, and get the audience involved in what’s being streamed.