Newfangled Facebook Tricks to Like
Just in case you've been living under a rock for the last few years, Facebook and its e-commerce capabilities is the new hot topic that everyone can't get enough of. With over 750 million users — half of them logging on to the social media site at least once a day — brands can't afford to ignore Facebook. A recent Digital Roadshow webinar from Oneupweb, Constructing a Social Media and PPC Holiday Strategy that Works!, featuring Leah Singer, senior client success specialist at Oneupweb, and Steven Swaney, senior client success specialist at Oneupweb, offered best practices when it comes to Facebook's commerce capabilities.
The importance of being "Liked"
It all begins with the "Welcome" tab. If a brand has a Facebook page, it will have a welcome tab. In order to view content on a brand's page, one must click the "Like" button. Once a user clicks the like button, content is then published to that person's personal Facebook page as well as their friends’ news feeds. This is a great opportunity to expand your brand reach, boost return on investment and peak interest in your brand. Therefore, add a like button to different places on your website — e.g., homepage, product pages, cart page. The more likes you get, the more eyes will see your brand, Singer noted.
Clicking a like button should offer the consumer exclusive fan content. Doing so lets them feel like they're in an exclusive club and helps improve customer sentiment. It's wise to have this content promote deals with an expiration date to create a sense of urgency. It's also recommended that you put a unique code on these offers so you can track where your web traffic is coming from.
Using Overstock.com's Facebook page as an example of what not to do, Singer advised not making your welcome tab look too much like Facebook. The welcome page should be branded specifically for your company. And be sure to make the fan tab worthy of your users’ time. Don't have them redirected to a page that's under construction, which Overstock.com was guilty of doing. The welcome tab is the user's first impression of your brand on Facebook, so don't leave them feeling tricked.