Facebook Launches New “Send” Button

Today Facebook announced the release of an exciting new feature, the “Send” button, which looks to be ‘big’ news for marketers. The “Send” button will be a powerful addition to the sharing functionality of your brand website, since visitors will now be able to target their sharing activity to specific people, instead of worrying about blasting their entire Facebook friends list each time they want to “Like” something on your site. This can be an especially handy function for promotions, deals, discounts, and sales you run.

Facebook Like vs. Send Buttons

What is the “Send” Button?

Here’s a quick soundbite from the folks at Facebook:

The Send button is a social plugin that websites can use to let people send a link to a friend through Facebook Messages, post it to a Group, or email it to an individual. For example, if you see a Mother’s Day gift idea on 1-800-Flowers.com, you can now send a message or email to your family members to discuss. Or say you’re training for a marathon and you come across a great article about running shoes on The Huffington Post. Now you can share it with your entire running group in just one click.

“Send” Button’s Real-time Metrics

Facebook will provide real-time metrics for the Send button in the Insights Dashboard in the next few days. Once you claim your domain, you will be able to access the number of Send button impressions, messages, and referral clicks sent to your site.

Another important detail about the “Send” button, is that each “Send” counts toward the total number of Likes a page has as well. The Like total is now calculated by adding the number of Likes, shares, comments and inbox messages containing a URL.

This announcement comes right on the heels of the 1 year anniversary of the “Like” button, which has been integrated into over 2.5 million websites to date. With the “Send” button’s ability to share content from the web with specific sets of people I can only imagine we’ll see the “Send” button included on those 2.5 million websites and then some in the very near future!

What are your thoughts on the release? Will you be integrating the feature into your website or blog?