Fascinating stats from NMA today, revealing the potential impact of Facebook social graph for brands, businesses and publishers:
LoveFilm said it had increased traffic from Facebook by 300% and had seen thousands of users ‘like’ movie and actor pages. Stephen Field, LoveFilm’s head of traffic, said that although early statistics had been positive, LoveFilm wants integration to equate to more subscriptions.
It’s a huge figure, but not totally surprising I guess. In fact for me, the most amazing thing is that Facebook hadn’t implemented something like this sooner.
I’m also surprised that we haven’t seen more brands implementing the feature on their websites, not to mention publishers (how many of the UK’s newspaper websites have implemented it for example – I’m still annoyed every time I go to the Guardian that they don’t even have a retweet button!!).
LoveFilm’s comment about turning the integration into subscriptions is interesting and suggests a very shortsighted approach. Brands that see integration like this as a shortcut to social media nirvana will be sadly disappointed.
Facebook Open Graph has a massive potential for businesses of all sizes, but it needs to be properly integrated (and supported) by a well thought through social media strategy otherwise it’s pointless.