How to Get Traffic From Social Plugins

Written by Robin WildingDecember 20, 2010

SEO’s keyword stuffers move over—there’s a new sheriff in town. SEO was once hailed as the most effective low-cost marketing solution on the planet-- until now.

Facebook Engine Optimization, or FEO, is a new form of marketing that drives a type of engagement that SEO just can’t; FEO engages traffic with your site in an interactive way. FEO and other social plugins cannot only drive traffic to your site but they can allow your traffic to interact with you, to post comments, join groups, and share your site with their friends. When the Globe and Mail newspaper started using social plugins their traffic rose 80%, ABC’s traffic rose 250% and IMDb’s traffic 100% [source: Promotion World]. Consider the following facts from Internet traffic and conversion research group SeeWhy:

  • Facebook delivers more than 2x the upstream traffic to news and media sites than Google.
  • Facebook ‘Like’ is a new index of the web, based on users’ choices. Facebook served 1 billion ‘Likes’ in its first 24 hours.
  • Visitors are 200% more likely to log in to your website using Facebook Connect than on any other log in.
  • 33% of Facebook users are fans of brands. That’s more than 132 million people. #1 reason for becoming a fan? To get special offers and promotions.
  • 56% of web buyers cite the Facebook Wall and Fan pages as having significant influence of buying decisions.

It is ‘Like’ (just a little Facebook humor) SeeWhy says, “it’s time to leverage this powerhouse.”

FEO is undoubtedly the marketing format of the future and professional management companies are coming out of the woodwork. But, for those of us who are not the proud owners of large marketing budgets, we need to figure out how to do this ourselves.

The good news is—it is surprisingly easy. The most effective strategy to drive traffic to your site will be multi-pronged attack, and should include: a way for your users to ‘Like’ your site, a way for users to connect with all major social networking sites, a way for them to login and participate, and a way for you to monitor all of the above:

1. 'Like’-- like duh!
The first strategy will be to install a ‘Like’ plugin on your site. The branding and traffic you can receive from ‘Like’s will help spread your name across not only Facebook, but the web. ‘Like’ has become an indexing factor of the web, so that the more ‘Like’s you receive, the more web presence you will have. This plugin is set it and forget it, and just requires one simple line of code on your site.

2. Sociable, SocioFluid or Something ‘Like’ it
You need a social media plugin that works for all the popular social networking sites, including Facebook, Twitter, Digg, Linked In, etc. Not only can people share their liking of your site across multi social media platforms, but they can post specific items from your site onto their favorite social media outlet. This plugin is by far one of the most interactive, and is becoming very popular with users. SeeWhy says that 33% of people want to be attached to a brand name, and this will give you a multi-site branding strategy.

3. Login
You will want to have a login button that allows users to login to your site through their existing social media accounts. Once you have a login plugin in place you can know who is interested in your site and how to contact them. There are automatic welcome message plugins you can install as well like Thank Me Later , which welcomes them to your site. A Login plugin will ensure that the site becomes interactive for them, and that they will RETURN. Once they login you have their information you can use it to invite them to the site again. This plugin is especially important for traffic to customer conversion for ecommerce websites.

4. Proactive Plugin
Most of the other plugins are set it and forget it—but there are things that you can do to drive more traffic to your site. You will want to install a plugin that helps you promote your site by distributing messages and updates to all your social media profiles, like the OnlyWire plugin that spreads the news to 15 different social networks at once.

5. Am I Popular?
Once you have the above four major plugins in place, you need to develop a strategy to quantitatively measure the success of your plan. There are many different quantitative plugin tools to help you monitor your social success. For Facebook you will want to leverage Facebook Insights and Facebook Graph API. These two metrics will give you a better insight into what is driving traffic to your site and what your demographics are. If you own a blog you can add the MeetYourCommenters plugin, which will tell you everything you need to know about the people interacting on your site.

Social login powered by Gigya