Fab.com has doubled referrals from Facebook since going live with the social site's Open Graph platform in January, while also dramtically lifting members from 1.8 million to 3.2 million. Those metrics from the fashion deals site were released today in a blog post by Facebook developer Piyush Mangalick.
Open Graph has made it easier for people to share Fab.com products via their Facebook news feeds and, more recently, Timelines. Mangalick touted Fab.com for using action verbs, including "bought" and "faved," to bolster sharing.
He pointed out a pair of other tactics that retailers may be able learn from. Fab.com has pushed limited-time promotional credits on Facebook, incentivizing users to add favorites to their pages. The e-tail company has been able to increase Facebook impressions in the user news feeds and Timelines, leading to a big referrals increase.
Timeline Study: Cover Images And Pinning Matter Little
Meanwhile, an eye-tracking study by Simple Usability suggests that brands shouldn't obsess about their Facebook Timeline cover images. The research examined what elements numerous Facebook users were drawn to, distracted by, and engaged with. Timelines for American Express, Pizza Hut, Manchester United, Gap, Coldplay, and Coca-Cola were part of the study.
Simple Usability found that Facebook users paid little attention to the cover and profile images - despite some industry assertions that these are important branding tools. Users seemed to view the cover image as corporate messaging and ignore it, Simple Usability says. While they viewed the Timeline, they focused on the previous month, implying it's important to keep the page fresh.
On one level, Simple Usability's research contrasts a study recently released by Simply Measured, which said that the pinning posts feature was helping brands increase engagement rates on their Facebook Timelines. Simple Usability contends that users failed to notice pinned posts.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
December 12, 2013
1:00pm ET / 10:00am PT