What Pages And Profiles Want On Facebook's Timeline

Whether or not timeline for pages enters beta testing at the end of the month remains to be seen, but in the meantime, we asked Want Vice President of Sales Greg Links what he recommends that retailers do on the social network.

A handful of commerce vendors have applications for timeline and Want is one of them.

Whether or not timeline for pages enters beta testing at the end of the month remains to be seen, but in the meantime, we asked Want Vice President of Sales Greg Links what he recommends that retailers do on the social network.

Does Want have an offering for pages, and if so, what is that?

Want does not offer a specific button for Facebook store pages. Like most, we have found that the consumer simply prefers to shop directly on the retailer’s site. Facebook is a great way to gain and leverage exposure, but in and of itself, it has not proven to be an effective selling platform.

We’ve just seen news that several large retailers opened and closed storefronts on Facebook due to lack of interest among would be shoppers. How is what Want has to offer different from what they had tried out?

What Want offers for both retailers and shoppers is much different than what has been attempted on Facebook. The Want button leverages the power of social communities to connect retailers with shoppers who actively want their products.

Wanting a product is arguably the most important expression a shopper can offer a retailer, other than “add to cart.”

When someone wants a product on the retailer’s product pages, that product is then shared with the Want community and can also be shared with the shopper’s Facebook friends.

This not only drives exposure for the retailer’s product, but it also provides contextual benefits; like-minded shoppers will see that product, potentially resulting in more traffic and more sales.

What advice does Want have for retailers’ Facebook pages?

Facebook has proven to be a much more effective vehicle for brand recognition and exposure than it has for selling merchandise.

Retailers should absolutely have Facebook pages, of course, but actual storefronts on the Facebook platform has been a hurdle that has not yet been cleared.

Ultimately, my advice for retailers selling on Facebook would be to measure, measure, measure. It is critical that retailers put accurate and reliable metrics in place to quickly determine if the return makes it worth their time, money and resources.

As with anything, measuring the performance of the stores will be the determining factor in whether a retailer should continue to keep their Facebook storefront.

What else would you like to tell our readers?

For retailers, having a Want button that is fully integrated with Timeline is a major breakthrough. The ability to communicate targeted messages to shoppers is hugely beneficial.

And for the shopper, having a universal Want list that is inherently social is a brand new way to shop that is both fun and easy.

It makes a lot of sense to use our Want button, because no other button has the ties to ecommerce like it does, plus it’s extremely easy to set up and roll out. When it comes to shopping and discovering products, the Want button provides a universal opportunity for retailers to further engage with shoppers.