It seems like every business wants you to “like” their Facebook page — but what exactly do they get out of a virtual thumbs-up?
According to Hitwise, which collects data from 8 million Internet users across the UK, these businesses stand to gain a lot of web hits. “Within retail each new fan acquired will drive an additional 20 visits to a retailer’s websites, which in turn will generate extra sales both online and offline,” said UK Research Director Robin Goad.
That figure comes from a methodology that combined Hitwise data with data from social media experts Techlightenment. (The two firms are partnering to launch a Facebook Fan Acquisition and Analysis service that helps brands collect and study Facebook fans.) The researchers took the top 100 retailers ranked in the Hitwise Shopping and Classifieds category and then benchmarked visits to their websites against the number of fans they have on Facebook.