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 (21st 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
Sources
http://mashable.com/2011/04/21/facebook-like-button-one/
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
I agree with you in that the 'like' button can help build a relationship. Whenever someone 'likes' something, he shows an interest. 'Like' button can help companies promote awareness about a product or an event and hence create buzz and contribute to the "world of mouth". I read in an article that Porsche became the quickest automaker after reaching 1,000,000 fans through Facebook likes. In order for Porsche to thank its fans, it printed the names of the 27,000 first fans onto a new model car and created a "Thank you" campaign just for them! Both fans and company benefited from such an action. 'Like' button is an easy, simple tool that should be definitely used in public relations.
ReplyDeleteHowever, do you not think that may people push like button without really thinking and pay little notice of information send through facebook or simply ignore all content. This means that potentail of 'like' button are exaggerated.
ReplyDeleteThis is true, I read an article (which I cannot find at the moment) which suggests that some people 'like' an article without reading in order to gage the reaction of people who they know are interested in the subject. This allows people to gain information and opinion without actually reading the content themselves.
ReplyDeleteRegardless of intent though, use of the 'like' button is still useful in spreading content across the internet.
It is an interesting article. When someone "likes" something, your network on Facebook would notice the content then spread the message and like you said it would definitely increase the traffic. Facebook "Like" reminds me of Renault. Renault cooperates with Facebook, moving "Like" to their newest car. People use a smartcard which connect to their Facebook profile. People can swipe their card against a reader, marking it as ‘Liked’ on their profile and posting up a link containing more information.
ReplyDelete