How Facebook ‘Likes’ and ‘Fans’ Drive Performance
By: Adam Scott Riff, MediaWhiz GM of Search
Digital advertisers and online marketers have fallen in love with the idea of being “liked” and rightly so. Brands leveraging Facebook likes are providing customers with a highly personalized and targeted experience that drives awareness, user engagement, referrals and most importantly – sales. In fact, according to eMarketer, 60% of Facebook users who like a brand are more likely to recommend that brand to a friend. Likes are also enabling search engines to customize their search results with products that their user’s friends endorse. That’s a win-win for consumers and brands.
For agencies, by incorporating the engagement benefits of social media, marketers can extend their reach with actionable users and, in turn, ROI. This is especially true with regard to Facebook. These “likes” are very likely, pun intended, to generate clicks and conversions and the best part is, with the right technology, you can track it.
Driving campaign results for a PPC or SEO social program requires more than sticking a “Like” button on your corporate website. Understanding the intrinsic metrics, analytics and algorithms behind like building is essential to changing the game for your clients.
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