Facebook & What It's Doing For Your Site - By Numbers

Facebook's hooks are all over the web and beyond as we know. Like buttons, Share button, Facebook Connect, Facebook Messages, Checkins but what does that mean for your business, and more specifically for your website? Well it's good news - and although the news comes from Facebook itself (so it's probably not quite that good), but it's fair to say that the news is definitely positive and more than a little compelling.

So here, by numbers, and courtesy of Facebook and Search Engine Land are the figures you might want to know...

Firstly, 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.

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.

Paul Shepherd

I've worked in digital communications for around 15 years, and specialised in social media for the past three. Passionate about new technologies, media, and the impact it has on businesses bottom line, I try to bring that passion to every campaign for every brand we work with.