“Liking” a Facebook page is big business. In July we reported that about 65 million users are liking things on a daily basis through Facebook.
The new online ad network RadiumOne is trying to turn all those “likes” into serious ad dollars. This week they announced what they’re calling “like retargeting,” a new feature that gives brands the ability to gain Facebook “likes.”
How it works is this: Companies will pixel (or place cookies) on their web pages to mark visitors. RadiumOne will use that information to find visitors on Comscore 500 websites and show them ads with a call to action to “like” on Facebook the brands they’ve visited on the web.
RadiumOne doesn’t stop there – the ad nextwork will then expand the pool of potential likers by showing the ads to the original candidates’ social connections (RadiumOne is calling this “forming social user clusters”).
While it’s difficult to monetize a “like”, back in April we wrote that the social media marketing platform company Vitrue determined that the average value of a Facebook fan is about $3.60 in equivalent media each year.
“In today’s online ecosystem, brands need to establish a strong presence on Facebook, and already, over 135 brands have surpassed 1 million followers,” said Gurbaksh Chahal, Founder and CEO of RadiumOne. “We are giving brands the ability to significantly expand their Facebook audience,” he said according to a press release.
I wonder if this technique will work – just because I visit a page doesn’t necessarily mean I want to “like” it on Facebook. Then again, we wrote this article that found that 37 percent of people joined a fan page for the coupons and discounts. So if brands can interest their new fans by offering discounts and giveaways, maybe consumers won’t be put off by this new ad strategy.
What do you think? Would you be willing to “like” a brand whose website you recently visited?