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c h a p t e r3 :Develop a Facebook Strategy anD MeaSure SucceSS■e-commerce website. threadless can then follow the user’s breadcrumb to derive the
percentage of conversions that originate from Facebook.com. reviewing the following
source code shows that there’s a high likelihood that it’s doing just that:
<script type=”text/javascript”>
var gaJsHost = ((“https:” == document.location.protocol)? “https://
ssl.” : “http://www.”);document.write(unescape(”%3Cscript src=’” + gaJsHost + “google-
analytics.com/ga.js’ type=’text/javascript’%3E%3C/script%3E”));
</script>
<script type=”text/javascript”>
try {
var pageTracker = _gat._getTracker(“UA-3478547-1”);
pageTracker._trackPageview();
} catch(err) {}</script>
<script type=”text/javascript”>
pageTracker._trackEvent(‘sale_homepage’, ‘ab_test’, ‘A’); </script>
not only do you see that threadless is using google analytics as its website tracking
tool, but threadless has defined a sale_homepage page on this landing page for the site.
Step 3: Setting configuration options Facebook provides more settings and configuration
options than any other major social network in use today. It is critical that you under-
stand what these settings do and the flexibility Facebook gives you. For instance,
which tab will be your default landing page? the default landing page is the first page
that a user sees when coming to your Facebook fan page. How many people do you
want to give administrative access to for editing your page? Will you allow customers
and users to leave comments and posts on your Wall? In this case, threadless accepts
the risks inherent to allowing people to post commentary to its Wall and allows visitors
to share thoughts on the different t-shirt designs that they post on the threadless fan
page. this brings us to our next point: is your page compelling? We’ll talk more about
fan page settings in chapter 5, “Month 2: establish an effective corporate presence
with pages and groups.”
Step 4: Creating a compelling page after people find your fan page, your marketing strategy
has achieved only part of what it should. threadless encourages interaction by encour-
aging people to comment on the designs of its newest t-shirts and by allowing them to
post pictures and videos wearing threadless merchandise. threadless posts informa-
tion about sales that they currently have going on and markets contests that they are
running. this provides the user with a great combination of social interaction with