News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Facebook Likes do little to increase referral traffic and trust
Brands clamoring to get as many Facebook Fans as possible with the hope of increasing referral traffic to their websites may be wasting their time, according to new research from the data analysts at the BuzzFeed network.
The more Facebook Fans you have the more referral traffic wings its way to your website, right?
Wrong, say the folks at BuzzFeed.
According to them, "Facebook Fans do not equal Facebook traffic", in fact they found no correlation between the numbers of Fans a Facebook Page attracts and increased rates of referral traffic.
So what good is a Like? It's great for sharing content on the social network, but according to BuzzFeed it is certainly not a sign of loyalty or intention to purchase.
According to BuzzFeed's Matt Buchanan, writing on the company's blog, "the half-life of a like is very short: It doesn't mean so much for brands or sites general pages that last and last and last. But they mean a whole lot for oh-so-ephemeral pieces of content. Because that's what people actually share."
Another thing that Facebook Likes isn't indicative of is trust.
Last month About.com revealed that, for the vast majority of people, the number of Likes a Page has doesn't matter - it's the activity on that Page, or about it, which was more likely to increase trust.
In fact, Likes seem to have little significance. "It's hard to tell how old a Like is, or why people were liking them", stated one respondent to About.com's survey, while another said "I wish Likes would just go away. What's the value?"
- Report IDs the next big tech products
- Brands: How to prep for the subscription economy
- Expert: What Buffett's Walmart sale means
- Reports: Mobile data traffic, video trending high
- Survey finds increased interest in online car buying
- Expert: 'Likes' aren't the value of social
- Alternative methods outpace bank cards in global online payments
- Are you EU GDPR ready?
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...