May 13, 2010, 5:17 PM weaves Facebook throughout its site shoppers can click that they “like” any category or SKU on the site. Another section of the site allows shoppers to see their friends’ birthdays and view merchandise that their Facebook friends noted that they “like.”

Levi Strauss & Co.’s has Facebook woven throughout its site, starting on its home page, which declares “Like-minded shopping starts here,” a play on the Facebook feature that lets users of the social network click on a “like” button when they find content appealing.

Consumers who follow the site’s advice to “check it out” under the “like-mind shopping” slogan are taken to a page that encourages them to “Declare their likes.” That page also features a window that displays animated graphics illustrating how visitors can “like” items at and describing the site’s Friends Store that displays only items that other Facebook users have recommended.

The features are enabled by Facebook’s social media plug-ins, a program designed to make it easy to integrate Facebook into sites across the web. In April, became one of the first web retailers to integrate the Facebook technology. Shoppers can click that they “like” any category or SKU on the site. Each action a shopper makes is then shared both on the retailer’s site, as well as on Facebook.

The retailer also worked with social commerce technology vendor Social Amp Inc. to launch the Friends Store, a section of that allows shoppers who sign into their Facebook accounts on the site to see their friends’ birthdays, as well as to view just the merchandise that their Facebook friends and other Facebook users noted that they “like.”

The social media initiatives are aimed at changing the way people shop for jeans online and, through the Friends Store, allowing friends in different locations to shop together, says Megan O’Connor, director of digital and social marketing for Levi’s, No. 337 in the Internet Retailer Top 500 Guide. “We were looking at the overall brand experience and empowering our brand ambassadors to share their likes and dislikes with their friends,” she says.

But measuring the payoff from Levi’s social media initiatives isn’t simple, says O’Connor, particularly since a large portion of Levi’s customers browse the site, but buy their Levi’s elsewhere. “Long term we’ll look to have ROI attached to it, but in the short term, that’s not our number one priority,” she says. “We feel that if we can make customers happy with our content, good things will come.”

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