Facebook 'like' Button Celebrates First Birthday

In its first week 50,000 websites installed the Facebook 'like' button, this number increased to 100,000 in the first month. According to Facebook, speaking on Thursday (21^st April, 2011), their 'like' button is added to more than 10,000 websites globally every day. One year on we look at how the Facebook footprint has pervaded the internet. 

As we have seen from the figures, the Facebook 'like' button is spreading rapidly across online content, but what is the function of the 'like' button and what does it mean for public relations?

Why 'like' it?

When a user clicks the button the content, usually a product, article or brand, is then posted – along with an optional comment – to the users Facebook profile. This provides an easy way for users to share content with their friends, creating an affinity between themselves and things that they are interested in.

From a business or public relations perspective, the most obvious value of adding the 'like' button to your website is the increase in traffic it will generate as your content is spread across the internet through the medium of Facebook.

Helpfully, Facebook has released some statistics to enable us to better understand the value of a Facebook 'liker'.

“The average 'liker' has 2.4x the amount of friends than that of a typical Facebook user. They are also more interested in exploring content they discover on Facebook -- they click on 5.3x more links to external sites than the typical Facebook user.”

What does 'like' mean for PR?

The main purpose of the 'like' button is to increase user engagement with online content; a concept which catapults the button into the public relations spectrum.

As well as creating this initial link between an organisation and its consumers – or potential consumers – the 'like' button also provides a means to build and nurture relationships; surely this has to grab the attention of even the most sceptical PR practitioner. When connecting, via the 'like' button, the user is obliged to agree to a permission or authentication step, thus increasing the ability of the organisation to connect. This could potentially provide the social media savvy practitioner with a plethora of social network profile data on their consumers – including information on other items that they have 'liked' across the internet. Valuable information for anyone looking for new ways to reach publics, and providing information on potential targets for a future campaign or product launch.

Clearly the Facebook 'like' button is an internet phenomenon which is going to be around for a long time so it is crucial for brands and product to embrace it, adding the button – which literally takes seconds – can both increase brand awareness and provide vital consumer information. It is definitely time for public relations to embrace the online 'like' revolution. 

Sources
http://mashable.com/2011/04/21/facebook-like-button-one/

http://www.facebook.com/photo.php?fbid=10150238854211729&set=a.376995711728.190761.20531316728&type=1&comments
http://mashable.com/2010/02/11/social-objects/
http://www.facebook.com/notes/facebook-media/value-of-a-liker/150630338305797
Image Sources
'Like' button: http://mashable.com/
Facebook 'like' buttons: http://www.facebook.com/photo.php?fbid=10150238854211729&set=a.376995711728.190761.20531316728&type=1&comments

Traditional Media Presents New Opportunity

The rise of social and digital media as a means to reach publics has been well documented throughout the world of public relations. We must not, however, turn our back on what are considered to be traditional media outlets. The launch of two new national commercial packages by media owner Bauer Media has reinstated radio as an effective means to reach local audiences, creating opportunity for public relations.

In recent years there have been numerous changes within the radio industry; one outcome of which has been the decline of truly local radio stations, resulting in difficulty for public relations practitioners aiming to reach local publics. Bauer Media have taken steps to reverse this trend by introducing 'Bauer Place' and 'Bauer Passion', two new commercial packages last week (14^th April, 2011).

Bauer Place

Bauer Place is a portfolio of radio stations which are intended to champion local communities, striving to deliver relevant local programming and to unite listeners in their local area. The ability to reach publics through local radio allows practitioners the opportunity to customise campaigns to reach and engage directly with local communities in specific geographical locations.

One example of the use of radio in the promotion of a local campaign is The City of Edinburgh Council 'Foster Me, Foster Us' campaign which will run on local station Fourth One for sixteen weeks. The radio station has been targeted in an attempt to reach Edinburgh audiences, reminding local people that there are children in the city who require loving families.

Stations encompassed in the Bauer Place portfolio reach 8.7 million listeners on a weekly basis and dominate all prominent cities across the UK. The portfolio boasts some of the most influential local stations including; Magic 105.4 in London; Fourth One in Edinburgh; and Key 103 in Manchester. As a public relations practitioner aiming to target a local audience, it is likely that using stations in the Bauer Place package will enable the creation of stronger local connection.Click here for a full list of Bauer Media brands.