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Your brand may have thousands of Facebook Likes…but are you turning those Likes into store purchases? Can you directly link a portion of your sales back to Facebook fans?

If you answered no, recent Facebook acquisitions could help your social presence earn a more direct return on investment.

In its current form, Facebook’s value rests in marketing over sales. It is a platform of massive scale (the second most-trafficked site in the world), where consumers freely promote brand awareness and give real-time feedback. Facebook begins the sales process, but does not close the deal. However, with the recently absorbed Karma, Glancee, and Tagtile, Facebook is poised to turn mass awareness into sales conversions. ‘Like’ can lead all the way to ‘buy,’ without leaving the social network.

Through local offerings, enhanced mobile couponing, and purchasing that takes place directly on Facebook, the social network is transitioning brand fans from advocates to spenders. IQ has profiled the Facebook company acquisitions that could bridge the gap between a brand’s social fans and its buyers:

1) Karma

Purchased in May, Karma re-launched in September as Facebook Gifts. “Gifts” allows Facebook users to send one another digital or physical presents, moving gift ideas from Facebook to the recipient’s front door. Continue Reading