Last year’s website redesign produces mixed results.
Retailers like Fab.com enable shoppers to interact with the new action links.
It wasn’t that long ago that shoppers were limited to Liking products on Facebook. Then the social network earlier this year gave marketers and developers the ability to create new action verb buttons, like Want or Own. Now Facebook is enabling marketers to add action links to their Timeline applications.
Timeline is a virtual scrapbook that features a graphical and chronological account of events of a consumer’s life on the social network, as well as other interests that he chooses to share, such as which bands’ concerts he has attended and the clothes he has bought.
The new links provide another way for people to tie together actions on a consumer’s timeline. For instance, foursquare today rolled out a “Save this Place” action link that, when clicked, adds that location to the consumer’s foursquare to-do list on Facebook. The action link appears when someone checks in on foursquare and shares it on their timeline. After seeing that Jean has checked in at a trendy new drinking spot, Dennis can click the “Save this Place” link, which adds that location to Dennis’s foursquare to-do list on Facebook
Similarly Fab.com today rolled out a “Fave this Product” action link that, when clicked, adds the product to a consumer’s Fab.com favorites.
When a shopper clicks on the link, that action can appear in his Facebook connections’ news feed, the first page he sees when logging on to the site; the ticker, which features updates on what a Facebook user’s friends are doing at that moment; and on his timeline.
Tom Funk, senior marketing manager, digital and direct, for Green Mountain Coffee Roasters Inc.’s Specialty Coffee Business Unit will share tips on effective social media strategies at the Internet Retailer Conference & Exhibition 2012 in a session entitled “The many flavors of a social strategy: What will work for you?"