2. What is the Like Button and Open Graph?
The Facebook Like Button lets a Put simply, the Open Graph is
user on your website share your Facebook’s attempt to bring every
content with their Friends on webpage into the social graph on
Facebook. When a user clicks the Facebook. Using Open Graph protocol,
Like Button on a product page, these webpage (or objects) function
content page, or another page on similarly to a Facebook Fan Page.
your website, a story appears in Features include the ability for
their friend’s News Feed. customers to ‘like‘ the page (object) and
for that page to publish content to fans.
3. How it Works
Step 1: Add Open Graph Protocol to Website
Step 2: Customer ‘Likes’ Webpage
Step 3: Retarget Customers on Facebook
4. Step 1: Add Open Graph Protocol to Website
To turn your web pages into objects in the social graph, you’ll first need to add two
things- the Facebook Like button and Open Graph protocol meta tags. Each page
that you add the open graph tags to will function nearly identically to a Facebook
Page. Available meta tags include Title, Object Type (people, places, product, etc.),
an Image, URL of object, and Description.
5. Step 2: Customer ‘Likes’ Webpage
When a customer clicks the Facebook Like button on your webpage, the story is
shared in their friend’s News Feed. More importantly, everyone that likes that page is
organized into a group, similar to an email list or fans of a fan page. As that list
grows, a brand may have hundreds or thousands of customers that like a specific
webpage. That webpage could be for a specific product, say Levi’s Relaxed Fit 550
or for a product category, say Romantic Comedy Movies.
6. Step 3: Retarget Customers on Facebook
Open Graph Object Customer’s News Feed
Once users have ‘liked’ your web page, you are able to retarget those customers in
the future. The most powerful method of this retargeting is sending a message to
fans via the Facebook News Feed. Similar to a fan page, objects in the Open Graph
have the ability to publish content to fans homepage on Facebook. Another method
of retargeting is publishing Facebook advertisements which target customers who
have liked your web page.
7. Facebook Marketing Opportunities
Social Retargeting
Web pages that have integrated the Like Button an the Open Graph function just
like a Facebook Fan Page- which allows brands to send messages to users via
the newsfeed. These targeted messages can alert fans when a product they like
goes on sale.
Facebook Profiles
Your page will show up under ‘Likes & Interests’ on a user’s profile for their friends
to see. This keeps your brand in the conversation without being disruptive.
Facebook Search Optimization
Your page will show up at the top of the results when a user searches on
Facebook. Your product or content will be top of mind for users.
