Social Media Is A Part Of The User Experience

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The term “social media guru” has almost become a dirty word within the Web community. In fact, despite most of us being early adopters of social networks such as Facebook or Twitter, we consider social media the purview of marketeers.

It certainly isn’t our responsibility—we build websites, we don’t run marketing campaigns. But are we justified in this point of view? Is social media really somebody else’s responsibility?

In my opinion, social media is very much our concern. That is because social media is firmly a part of the user’s experience, and we are user experience designers. The user experience does not occur within a single channel (such as a website or Facebook page). Users move between multiple channels and so all of these channels need to be designed as one consistent user experience.

At the moment, we largely fail to integrate the various channels through which we communicate with our users. Although most social media channels are great at driving traffic to our websites, few websites return the favor to anything at that same level.

There is a reason why marketeers are increasingly including the Web address to their Facebook Page in ads rather than the website itself—it is because if they drive traffic to the website, it rarely makes it any further. This is because as Web designers our thinking about social media rarely moves beyond slapping a “share this” button on the bottom of each page.

Going Beyond “Share This”

I recently booked some travel insurance for an upcoming trip. While filling in the online form I came across a “share this page” link at the bottom. Why would anybody share a travel insurance form? Even if they did, would any of their friends look at it? Of course not!

Would anybody really share a travel insurance form?
Would anybody really share a travel insurance form?

The problem here was that the “share this” option had been applied indiscriminately across the whole website. No thought had been put into its application. Admittedly, this was probably due to technical constraints. However, just because something is easier technically is no excuse for compromising the users experience.

Compare that to an environmental website I visited. While reading a blog post on their website I came across the following shocking fact:

“Only 1% of the 560 million city residents living in China are breathing air that would be considered safe according to EU guidelines.”

This was a piece of information worth sharing and the author knew it. Instead of the quote being buried in the copy, it was displayed in a magazine style pull-out. Directly under the quote was the option to share it with my friends on Facebook. This website got it right:

  • It was specific. Instead of a blanket “share this page,” it identified specific content worth sharing.
  • It made sharing easy. Inline with Steve Krug’s mantra of “Don’t make me think1”, this website told the user what to share and made the process of sharing as easy as clicking a single button.

This is the level of thought we should all be putting into our “share this” links. However, it is not just these links that require attention, but also our “follow us” buttons.

Why Should I Follow You?

Otherwise well-designed websites seem to abandon the principles of user interface design when it comes to their “follow us” buttons.

Take for example an ecommerce website I visited. I was looking to buy a new DSLR camera, but upon arriving at the website, one of the first things I saw was a “follow us on Facebook” button. Because this button was styled with Facebook branding rather than that of the website, it stood out like a sore thumb.

Sometimes follow us icons can be a distraction from the user's primary task2
Sometimes follow us icons can be a distraction from the user’s primary task.

From my perspective this was a distraction. I had come to the website to buy a camera, not to follow the retailer on Facebook. This “call to action” was distracting me from my task and also from fulfilling the website’s business objective of taking my money.

I completed my purchase and ended up on the “thank you” page where I was presented with the inevitable option to “continue shopping”. Who clicks on this link anyway? Why would I continue shopping? I had just finished shopping, why would I start again?

Instead of this redundant link, now was the time to ask people to follow. I had completed my goal and fulfilled the website’s primary business objective. Therefore, now was the perfect time to go for a secondary call to action.

The “ask” would have been even more powerful if they gave me a reason to follow them. With so many brands, celebrities and others asking me to follow them, why should I follow this ecommerce website? What was in it for me?

If instead of asking me to simply “follow them” they added some copy, such as:

“Follow us on Facebook for useful advice on how to get the most from your new camera.”

I may have been more inclined to follow them.

There are no shortage of ways we can closely integrate our websites with social media beyond “follow us” and “share” options. Facebook, Twitter and LinkedIn all offer powerful APIs, but they also offer some easy-to-implement widgets too.

Going Beyond Share And Follow

Making greater use of social media on our websites doesn’t need to be technically challenging or expensive. All the major social networks are bending over backwards to make it easy.

For example, Twitter offers an @anywhere service3 that brings a range of functionality to your website with almost no technical ability required. Options include the ability to:

  • Turn twitter usernames on your website into links automatically.
  • Show hovercards that display users information on rollover.
  • Tweet directly from your website.
  • Embed tweets into your website the same you would embed a youtube video.

Twitter offers a range of ways to closely integrate with your website. One of my favourites is the Twitter Hovercard.4
Twitter offers a range of ways to closely integrate with your website. One of my favorites is the Twitter Hovercard.

Facebook offers even more easy-to-implement social plugins5. These include:

  • An entire commenting system driven by Facebook.
  • An activity feed that allows users to see what their friends have been doing on your website.
  • A recommendation plugin that gives users personalized suggestions for pages on your website that they might like.
  • A live stream that lets users share comments in real-time during a live event on your website.
  • A registration plugin that allows users to easily signup to your website using their Facebook account.

Tools such as Disqus commenting integrates not just with one social network, but with many.6
Tools such as Disqus commenting integrates not just with one social network, but with many.

With so many tools available to add social functionality, we have no reason not to. However, adding these basic tools to our websites is just the start. I believe that the real power of social media is only just beginning to be tapped.

Social By Design

At Facebook they have a phrase: “Social by design.” This refers to their commitment to put social at the heart of everything they do. For them, their network is not just about the content generated by users, but about the interaction between those users.

I believe that this principle extends beyond social networking and can be applied to many other websites as well. We are social animals. So much of our behavior and decision making is dictated by others. This is well understood in marketing and something we need to take seriously in Web design.

Whether we are considering what car to buy, where to eat out or what school to send our kids to, we like to ask our friends.

Online too, we are social creatures. When purchasing from Amazon, we tend to value the reviews more highly than the products official description. Equally we are more likely to complete a call to action when we see many others have done so before.

When it comes to purchasing we put more weight on consumer reviews than marketing material.7
When it comes to purchasing, we put more weight on consumer reviews than marketing material.

The possibilities for harnessing this social component of our personalities are only just beginning to be explored. For example, although it is great that Amazon lets you read the reviews of other purchasers, it would be even better if the reviews of trusted friends (say, your Facebook friends) were floated to the top. A review from a stranger is one thing, but a review from a friend is quite something else.

Remember the environmental website I mentioned earlier? Allowing me to share that specific quote with my friends was great. However, I would be even more likely to share the link if below the share button it had told me that some of my friends had already shared that quote with their networks. I trust my judgement of my friends, so if they had shared that quote, then it must be worth sharing.

If I can see one of my friends has tweeted something, I am more likely to do the same myself.
If I can see one of my friends has tweeted something, I am more likely to do the same myself.

Some websites are already beginning to harness our friendship networks. One example is Etsy8, a company that sells handmade goods. You can login to Facebook via their website and it will suggest appropriate products for your friends based on their interests. Although the suggestions are not perfect, they are a lot more powerful than generic suggestions of “gifts for him” or “gifts for her”.

Etsy uses Facebook to suggest gifts for your friends.9
Etsy uses Facebook to suggest gifts for your friends.

Imagine for a moment if Etsy didn’t stop there. Imagine if they used that Facebook data to identify gaps in what they sold. This knowledge could be used not just to improve user experience, but suggest future products. Social by design has the potential to alter the direction of an entire business.

This doesn’t need to be limited to ecommerce websites. A website like Smashing Magazine could use tweets and comments on an article as an indication of popular topics that could be covered in more depth. You could even go so far as to asking users to directly suggest ideas for posts, product ideas or new services they wanted. Traditionally this kind of audience research and product development has been an expensive business. Social media offers the ability to get this kind of feedback for free.

As you can begin to see, social by design is not just about allowing us to draw on our friendship networks, but has the power to do much more. However, to achieve this we need to integrate social into the very fabric of our website rather than bolt it on as an afterthought.

The Problem With Bolt-On Social Media

Too many of our websites are social by happenstance rather than social by design. A new piece of social technology comes along and we bolt it onto our website without considering the bigger picture.

Take my own website10. Like many, this website has evolved over a number of years and I’ve added more social functionality to it overtime. Because my community is so important, there are lots of ways to contribute, dependent on preference for social network. You can:

  • Comment on a blog post.
  • Contribute to a forum thread.
  • Join the Facebook page.
  • Talk to my via Twitter.
  • Even comment on audio posts I release.

With so many options, nobody could accuse me of not having a social website. The problem is that the conversation is fragmented—those postings on Twitter will not see the contribution from those who post on Facebook. Equally, commenters on my blog will miss the in-depth discussion found in the forum.

This is because I have bolted on the technology, rather than integrating it to create a more complete community. Imagine instead that my website had been designed with social in mind from the start. When I release a new blog post this could create a thread on the forum. Comments posted to the blog post would appear on the forum and vice versa.

Equally, when the post is released it could also be posted to Twitter and Facebook. If somebody replied on either of those social networks the reply would be captured and folded into the comments on the website. Although not perfect (for example Twitter users still wouldn’t see comments made by Facebook users without visiting the website), it is a step forward. It makes the website the hub for your community, rather than having separate siloed discussions.

The Role Of The Website

That is the main point I want to leave you with. Your website should be the hub of social interaction, not sitting on the sidelines. It has the potential to draw together conversation across multiple networks and allow users to interact with friends, whether buying a camera or sharing an inspirational quote.

Image credits (front page): Opensourceway11.
(jvb) (il)

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Paul Boag has been working with the web since 1994. He is now co-founder of the web design agency Headscape, where he works closely with clients to establish their web strategy. Paul is a prolific writer having written the Website Owners Manual, Building Websites for Return on Investment, Client Centric Web Design, Digital Adaptation and numerous articles for publications such as .net magazine, Smashing Magazine and the Web Designers Depot. Paul also speaks extensively on various aspects of web design both at conferences across the world and on his award winning Web design podcast boagworld.

  1. 1

    Jason McGovern

    June 4, 2012 4:56 pm

    An article like this was dying to be created. I couldn’t agree more. Loved the way you self effacing-ly used your own website as an example that could be improved.

    14
  2. 2

    Christopher Butler

    June 4, 2012 4:57 pm

    Paul,

    Great points. Especially on the globally set sharing options — there are plenty of pages on any website that are just not likely to be shared.

    One thing I discovered recently about social network icons that surprised me (at first) and then didn’t surprise me: Facebook has pretty stringent guidelines on how it’s logo can and cannot be used (http://www.facebook.com/brandpermissions/logos.php). This means that altering the look and feel of Facebook’s logo in any “find us on…” or “like” scenarios is not OK with them. This is probably not enforceable, but it’s worth being aware of. Lots of our clients have altered these icons to fit with their site’s look and feel without investigating this. By the way, as far as I can tell, altering is OK with Twitter.

    Lastly, I love the idea of anticipating what readers might be inclined to share (e.g. that China stat you referenced). The more thoughtful we can be when creating content, the more likely it is to be valuable to readers.

    - Chris

    6
  3. 7

    Avinash D'Souza

    June 4, 2012 5:37 pm

    Couldn’t agree with you more Paul…fantastic article.

    It echoes many of my niggling concerns with the effect of social media that’s hastily tacked on to a user experience. In my opinion, it looks half-baked at best and frequently takes away from the purpose of a page/post by being at the wrong point in a funnel…

    2
  4. 8

    Great read. I think so often we think we’re at the forefront of social media activity just because we’re using it. We rarely stop to think about whether or not the way we’re using it is optimal or strategic.

    1
  5. 9

    The Detailed article is must read for every bloggers.

    But i have tried DISQUS comment system in our blog. it reduce your 70%-80% of SPAM comments Comparing to our Default WordPress AKISMET . which recently for more than one month – getting lots of spam comments in pending for review. it is not detected.

    But While you use DISQUS. they use the Keyword in the name field. it will annoy and what do you say if its a “Do-Follow” blog.

    1
  6. 10

    George Birbilis

    June 4, 2012 6:18 pm

    I’d much prefer the share page button to check if there’s a selection in the article and share the page URL using as message the selected text. Much easier and not forcing me to share only quotes the author thinks are interesting (don’t want them to decide for me, I have my own brain and each one find other parts as interesting to them [sometimes based on the context of current events])

    3
  7. 11

    Social media is great source of traffic.Thank you very much.

    0
  8. 12

    Great post Paul! Pretty much sums up exactly why social media needs to be top of mind for marketers and web designers. Ideally your user should be able to experience your brand seamlessly no matter which channel they decide to enter from.

    The only opinion I’d like to share is that I think many people would trust the opinions of complete strangers over their friends… for the most part anyway. Although I may have a great time with my friend “Mike”, unless I know he is an expert photographer, I’m going to tend to trust the opinions of camera enthusiasts first. So maybe sites like Amazon could collect information the way that Etsy does, determine who could be a potential expert in a field based on occupation and interests, and float those opinions to the top of the reviews. There is so much potential to create an amazingly integrated social experience!

    Thanks for the post, I’ll definitely share!

    3
  9. 13

    Paul,

    Thanks this solid post. You gave great examples and made what could have been a book a great solid post.

    Ethan

    0
  10. 14

    Really good article! Social by design has to extend to the physical world. Pervasive Information Architecture is the future of web.

    0
  11. 15

    Hasn’t the word “guru” itself become the dirty word? These phrases seem to make me cringe: SEO Guru, Marketing Guru, Design Guru

    Maybe it’s just me.

    7
  12. 16

    Excellent post, Paul, thanks!

    I’m a Social Strategist for a web development & marketing firm (copio.us) so I’m constantly brainstorming better ways to integrate social media — these are some great examples. Love the China drop quote execution.

    We already include a “why” statement when asking people to sign up for email updates, so it follows to do the same for social sites. In the early days of social media, it was such a novelty that all it took was a FB or twitter button to get someone to connect. But now that it’s ubiquitous, people are *much* more selective about who they follow. It’s not just important to tell people why it’s worth their time to connect — you also have to deliver on that promise and provide value through those mediums.

    1
  13. 17

    “If I can see one of my friends has tweeted something, I am more likely to do the same myself.”

    Is this demonstrated? I can see the opposite happening. E.g., why would I bother sharing if many of my friends already have; plus it looks like “me-too” rather than “I found this cool fact and am helpfully sharing with you.”

    6
  14. 18

    Great article, Paul! I would like to share my opinions on the matter.

    In the first picture, I agree that it doesn’t make sense to include share buttons on travel insurance form, however is this really worth noting? I mean, do you even notice them in the footer? Unless you are talking only about extra HTTP requests and such, I don’t see how is this a constraint. However, I agree completely that (ideally) if share buttons are not there for a reason, they shouldn’t be there no matter how technically difficult it is to remove them.

    I also agree that companies/celebs/etc. should give you a reason why to follow them on Facebook/Twitter and such rather than just include follow buttons. But when you successfully purchase an item from a shop, isn’t this good enough for you to know that you like this particular shop? In addition, what do you expect when you decide to follow someone? For a shop, you will likely get promo offers and news about new products. You might be disappointed if that shop doesn’t care to update their Facebook/Twitter page occasionally, but frequency of updates is likely the only information you need when deciding if you want to follow this particular company or not. What I mean, do companies differ in their social networks presence in any other way than frequency/quality of posts and their responses to fans/followers? That “Why you should follow us” is always the same, isn’t it? That is just a honest question, I don’t want to insult anyone whan thinks there is more to that.

    It’s a solid idea to centralize forum posts, blog comments, FB comments and tweets on the same matter at one place on your website. However, I think it’s worth noting that we can’t mix different sources into one message stream, because everyone other than your website visitors would be missing context if there are any longer discussions. You will soon get lost if you want to follow the order of replies.

    -1
  15. 19

    What a great and inspiring article about designing the web with the intention to include social media. “Social by Design”…the new “black”

    1
  16. 20

    Interesting article as I am a web designer who works in a marketing dept.

    I totally agree with Mirek’s point that having the share buttons in the footer is not a constraint. Surely the the social media icons within the footer are an ‘include’ and will be present on every page within the site, they are there simply to encourage the user to visit the said companies social media pages. It would appear a little odd to have different footers on different pages as this would require unnecessary work when trying to finish a job to a specific deadline.

    -1
  17. 21

    FANTASTIC post, Paul. I think the many businesses handle the whole Share concept badly. It is about the user journey, and we need our website designers to fully think this through. Can’t wait for our new site!

    0
  18. 22

    It’s called Social Interaction Design (SxD)! And yes, it’s all about context — not just of use and use cases, but of social actions, communication, relationships, social dynamics and much, much, more. If traditional design supplies the architecture of the web experience, urban planning is its social application.

    see: http://www.gravity7.com/blog/media/

    1
  19. 23

    The web has always been built for collaboration and sharing so the social design elements you brought up is a breath of fresh air we needed.

    Love the idea of strategic placement of share ability versus “bolt on”. Ha!

    Thanks for sharing.

    0
  20. 24

    The main point of this article is spot on. Personally, I enjoy the term “social business” much more than social media. Social media immediately brings the association of Twitter and Facebook whilst social business is the actual revolution taking place.

    0
  21. 25

    Great article Paul.

    Couldn’t agree more about the importance to the user of providing a single cross channel experience.

    At Foolproof we have had many a discussion with our clients about their multi-channel offering. One problem with large organisations is that structurally they have different teams handling different aspects of their offering, as well as different departments for all the channels. This only adds to the difficulties of producing a unified experience for the user between channels.

    0
  22. 26

    Jason TEPOORTEN

    July 24, 2012 2:56 am

    Thanks for the article on social media being part of the user experience. Strategic use by design makes more sense then slapping on a bolt-on type of “Like” button or a button sharing something that is not very significant or interesting.

    0
  23. 27

    Social media channel is a good way of increasing a company’s trustworthiness and goodwill which will definitely give the said company and increased and better branding. When companies are able to have conversations with their customers, the result is going to be a great amount of credibility.

    0

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