Social Commerce Speed Summaries

Speed Summary: Adobe Whitepaper on The Business Value of the Facebook Like

Adobe has just published a short whitepaper on the business value of Facebook Likes, including a practical hands-on guide for leveraging the ubiquitous button (download). It’ll be motherhood and apple pie for many, and is a soft-sell for the Adobe Online Marketing Suite, but it contains one of the best articulations of what social commerce ‘does’ we seen – social commerce transforms purchase funnels into viral loops.  Sweet.

The paper can be downloaded here, but heres the speed summary:

The Like button drives word of mouth and referral traffic from Facebook, and when optimised can generate significant, measurable returns.

  • Over 40% of Levi’s traffic from all sources came from Facebook after the company added the Like button to its website. Facebook visitors spend on average 57% more
  • American Eagle added the Like button next to every product on its site and found Facebook-referred visitors spent an average of 57% more money than those not referred by Facebook.
  • The average media site integrated with the Like button sees a 300% increase in referral traffic.

The Like Button transforms the purchase/marketing funnel into a viral loop – awareness-interest-decision-action-recommendation-awareness… In other words, social media creates what Google calls a Zmot – a zero moment of truth when recommendations create awareness.

A four step process will help businesses optimise business returns from the Like button;

  1. Track interactions to determine how effective the Like button is on site traffic, engagement, and conversion
  2. Capture available data through Facebook Insights (at www. to better understand the demographic profiles of visitors and customers who interact with the Like button
  3. Leverage these insights to optimize Like button placement and style, and help ensure a positive experience on the website and on the Facebook fan page
  4. Use this data to reach potential customers on Facebook more effectively through targeted advertising campaigns and Sponsored Stories (at https://www.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

3 Comments Add New Comment

  1. Andres Ochoa says:

    Great whitepaper. It is nice to see increased validation of social commerce (we at SI think of it as eComm 2.0 – optimized for the social web/open graph). Maybe there could be a “Like” or post to LinkedIn button on this page ;)

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