By: Alana Golob

In February, Facebook announced iFrame functionality, giving marketers and brands the ability to create CSS tabs or embed websites into a Facebook tab with the ability to track analytics and page views.

The benefits of utilizing iFrames on Facebook tabs are pretty obvious. According to recent reports, the average Facebook user spends 15 hours and 33 minutes per month on the platform and visits the site an average of 40 times per month. Chances are your company’s website traffic is notably less. Embedding a website in an iFrame tab allows you to apply the same key branding elements and functionality, while generating significant website views from a broader audience that your traditional website wouldn’t typically receive.

Additional benefits of Facebook tabs:

• Users can actively participate with your content or campaign by using Facebook plugins within the app, such as comments, live stream capabilities, Twitter widgets, and “Tweet” and “Share” functionalities
• The ability to create newsfeed stories from within the tab, driving new “Likes” and increased visibility
• Utilizing Facebook allows brands to deliver value where consumers can find it most conveniently
• Facebook tabs are more cost effective than building a microsite or adding depth/functionality to an existing site

CASE STUDY:

Recently, DoubleTree by Hilton kicked off a national Cookie CAREavan Tour to celebrate the 25th anniversary of their signature chocolate chip cookie. Rather than develop an entire website to host information about the tour, Digital Royalty built an interactive Facebook tab within the DoubleTree by Hilton Facebook page. The tab serves as the hub for all tour-centric information, including an interactive tour map showing upcoming stops, DoubleTree by Hilton Twitter feed, YouTube and Flickr streams and a weekly sweepstakes poll and photo upload, where people can enter to win free stays, Hilton HHonors points and other prizes. In order to access the tab and its contents, users must enter through a “Like” gate. This low barrier increases awareness for the brand and adds a bit of enticement for users without requiring too much. After the tab launched, DoubleTree by Hilton saw a 16% increase in new “Likes” over the previous month.

Will traditional websites soon be irrelevant? Facebook allows businesses to create a social, interactive experience for consumers (where they want it) with the potential of reaching an audience of more than 700 million. Additionally, the new eCommerce Facebook model allows for businesses to create online storefronts within their Facebook page. Users can purchase products or book hotel rooms and airfare in any currency, seamlessly through Facebook. According to eCommerce research, users are 18 times more likely to buy directly in their Facebook than when they are redirected to another website. Why not keep your consumers and fans where you have them . . . on your Facebook page?