Integration of sites and social networks: ergonomic aspects

From the translator .The widespread use of the capabilities of social networks is one of the characteristic trends in the development of the Internet today. Social networks have long ceased to be a simple fashion statement and is used as an effective means of communication in various fields: journalism, politics, trade, show business ... A modern website not only provides some information, but also creates a space for communication. Website developers have an important task: to make working with social communication tools really convenient and enjoyable. By publishing a translation of an article from the French Usaddict blog in this post, we would like to start a discussion about the ergonomic aspects of various social tools. We hope that not only experts in the field of usability and website design will take part in it, but also those


Site owners are increasingly resorting to integrating them with social networks. This practice poses new challenges for web developers and designers. The main task is to ensure that the site owner is known and recognizable in the information field using additional tools. Ease of use, integration and adaptation are the three pillars on which all social media work is based. In this article, the problem of integrating a site with social networks will be considered in terms of ergonomics and design.

Dissemination of information through social networks

In electronic versions of periodicals and blogs, the “Share” function has become widespread (that is, to disseminate information on social networks). Recently, a similar opportunity is provided on a wide variety of sites. The goal is clear: to disseminate information in wide circles, to attract the attention of users to it, to get the opportunity of direct contact with the audience.

On the GDF Suez website, access to the integration function with social networks is almost invisible. An icon is used to indicate this function. However, this icon is located next to the title of the publication, as is usually done on the websites of the press. But in order to be used for its intended purpose, the element must be noticeable and recognizable.



The pharmaceutical company GlaxoSmithKline uses a module based on the AddThis set of social buttons on its website:



A similar model is used on the site of the German BASF concern, but the set of social buttons is located not at the top, but at the bottom of the screen (under the text of the article).

The website of Crédit Agricole Bank uses a set of social buttons ShareThis:



The website design of the Zara retail chain is designed in a minimalistic style. There is only one social button (Facebook), but the site is not overloaded with excessive visual elements:


Recommendations :

• Social buttons should be visible and attract the attention of the user;
• Icons are best placed at the top of the page, under the heading of the text;
• When using third-party components, you must translate them into your native language /

Attracting users to corporate Facebook, Twitter, Youtube accounts

Today, many official sites have links to Facebook, Youtube, Twitter, Flickr accounts, etc. Using these links you can quickly post information on social media, but you can also confuse the user.

Diesel places links to corporate accounts at the bottom of the web page; the links are designed exclusively in the form of logos of the corresponding services:



Ford on its American site provides more detailed information, explaining that it also has accounts on various social services, including Scribd (an Internet service for posting documents) and Delicious (a service for publishing bookmarks to web pages):



DoMyJeans posted tools on its home page for accessing Facebook, Twitter, and corporate blog accounts:



Ensuring social communication

Some companies post so-called social plugins on their sites. Thanks to them, site visitors can see what is published on company accounts in social services and add the company to their friends list on social networks.
The WholeFood website has special pages that display all the messages on your Facebook and Twitter accounts:



Like button (Facebook)

Many website owners use the “Like” social button. By clicking on this button, visitors can go to the page of the site owners on Facebook and see how many people have used this feature before.
Outback Steakhouse, an American cafe chain, has placed a counter at the bottom of the home page of its official website indicating that 700,000 Facebook users like its products:



Recommendations

• Use the “Like” button if the site is designed for a wide user audience.
• It is advisable to put a counter on the site that records the number of times the “Like” button is clicked.

Logging into the site through social networks

Today, access to many sites does not require registration and logon procedures in the traditional sense (especially since many users consider them time-consuming and consuming a fair amount of time): logging in through existing accounts in popular social networks.

Diigo (a service for creating bookmarks of web pages) offers users to log in via Facebook, Twitter, as well as Google and Yahoo accounts. Just click on the corresponding icon and a screen will appear on the screen for entering the login and password.



Recommendations

• Logging in through social network accounts should serve to speed up access to site services. It is necessary to make sure that such an entry is carried out as quickly as possible.
• It’s preferable to place social media login tools at the top of the home page

Ease of commenting The

openness of the site to the general public these days implies the possibility of commenting on materials. Organization of comments is a serious matter; often, it involves the participation of a person who is professionally engaged in communication with the user community (English Community manager).

BNP Paribas Bank was one of the first French companies to establish communication with customers through comments:



The network of perfume and cosmetics stores Sephora invites visitors to its website to express their opinion on the products they purchase:



Recommendations

• If the services (products) offered on the site are aimed at a wide user audience, it seems appropriate to provide the possibility of feedback through comments.
• It is advisable that a social media specialist deal with the organization of communication with users.
• Freedom of expression should be limited by a certain framework: excess spam and off-topic comments can significantly degrade the site’s image.
  
  


At first, many site owners were afraid that the influx of users from social networks was more likely a negative than a positive trend, and did not use the means of social integration. However, later it became clear that social networks have a number of undeniable advantages - if, of course, they are used correctly.
From practical recommendations, the following can be given. The so-called social buttons should be located already on the main page of the site. In addition, the ability to enter the site through Facebook and Twitter accounts is also an important tool. Finally, comments with the ability to rate and vote, if they are well organized and well-moderated, can be an excellent way to increase the level of trust between the owners of the site and its audience.