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Statistics: Why integrate Facebook into your business


STATISTICS WITHIN What are the social media statistics of engaging on Facebook? Will you see an increase in: brand recall, engagement, time on your website, referrals, sales revenue, and so on if you add Facebook social plugins? This post is about social media statistics and Facebook.

One of the most common questions I am asked is about Return on Investment for time spent on social media sites. The answers can be sliced and diced many ways (I have to figure out that company representative’s priorities before I answer) but most organisations are at least looking for some hard statistics.
From a brilliant blog post By The Numbers: How Facebook Says Likes & Social Plugins Help Websites by Danny Sullivan of SearchEngineLand (based on statistics given to him by Facebook).

Media Stats

Here’s what Facebook says about media sites using Like buttons and other social plugins:

  • The average media site integrated with Facebook has seen a 300% increase in referral traffic.
  • People who sign in with Facebook at The Huffington Post view 22% more pages and spend 8 minutes longer than the average reader .
  • Users coming to the NHL.com from Facebook spend 85% more time, read 90% more articles and watch 85% more videos than a non-connected user.
  • ABCNews.com, Washington Post and The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins.

Commerce Stats

About commerce sites and Facebook social plugins, the Facebook reports:

  • Levi’s saw a 40 times increase in referral traffic from Facebook after implementing the Like button in April 2010 and has maintained those levels since.
  • Outdoor sporting goods retailer Giantnerd.com saw a 100% increase revenue from Facebook within two weeks of adding the Like button.
  • American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors
  • Children’s clothing retailer Tea Collection added the Like button to sale merchandise and saw daily revenues increase 10 times.
  • ShoeDazzle added the Like button to all of the products on its site and within the first month had thousands of likes for its top products.
  • ShoeDazzle also lets people login to its site using Facebook, and Facebook-connected users were 50% more likely to make repeat purchases every month than average shoppers.
  • When a Ticketmaster user posts a specific event they are attending, or may want to attend, to Facebook, it generates $5.30 of direct ticket sales
  • Eventbrite reports that a link shared on Facebook is worth $2.52 in ticket sales (see also here and here)

Making “Like” More Likeable

Facebook says Like buttons get 3 to 5 times more clicks if:

  • Versions that show thumbnails of friends are used.
  • They allow people to add comments.
  • If they appear at both the top and bottom of articles.
  • If they appear near visual content like videos or graphics.

Metacafe Puts Like Up Top

For example, Facebook says that video site Metacafe placed a Like button above its videos, in addition to being below, as the arrows point to in this screenshot:

After doing this, use of the Like button and traffic from Facebook increased. Facebook reports that:

  • The number of daily likes more than tripled, going from an average of 2,000 likes per day to over 7,000 likes.
  • Daily referral traffic from Facebook to Metacafe doubled, going from about 60,00 to 120,000.
  • Total Facebook actions (likes, shares, comments) rose to 20,000 per day.

More on SearchEngineLand

I’m teaching a small social media computer course on how to integrate “LIKE” into social media press releases and product shopping baskets online soon.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

29 thoughts on “Statistics: Why integrate Facebook into your business

  1. Delicious: Statistics: Why integrate Facebook into your business | @SilkCharm | Laurel Papworth: http://bit.ly/l2X94e [marketing]

  2. The stats talk for themselves. Thanks for sharing them. Lately, I clicked on an ad (not on Facebook), and I believed to have been directed to facebook. I found that to be surprising. With the stats you gave it seems that integrating with Facebook appears produce more than a simple presence on a social network.

  3. The era of Facebook is still beginning. The social media giant proves that it can beat other pioneers in social networking. Integrating Facebook in business, especially in today’s virtual marketplaces is a must-do. If your business does not have a Facebook page, it could be implied that you are over conservative or you still need to work on your insolence.

    With the success rate of businesses using Facebook as a supplementary or primary platform to drive the businesses to sales, it goes to show that social media has placed a significant role in modern days’ lives.

  4. Integrating business into social media sites is a big plus for stats. Cause most people come online to see their updates and stuff. So, if they see if you posted something they might take time and put interest on the link that you posted. By the way, thanks for sharing this!

  5. It’s a no brainier these days, you have to – it’s a direct line of communication with your prospects and also a place where your prospects can share what you have to say or offer with their family or friends… My dj how to dj course has been using FB for two years and just hit 1000 fans!!!

  6. This all makes sense. Social media is a newish concept to most small/medium business owners that I know. I am gradually integrating it into my company and seeing the results with more people being able to find my services and keep up to date with information on financial advice.

  7. Integration of facebook into your website really works. I did not know until i tried it. It spreads the news about your business like a virus. Its a very good marketing tool that is recommended for every business owners.

  8. Great article! It is very well-written and easy to comprehend. I will
    bookmark this article especially for the case study breakdown that I
    will definitely, step-by-step, apply to my own business. Excellent write up.

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