Steve Madden?s move to build the Facebook "Like" feature into its mobile commerce-enabled site increased the site?s traffic by 30 percent in just 24 hours.

Basically, consumers who shop Steve Madden?s mobile site can now choose to Like a product. The Like action is then posted to the user?s Facebook Wall, for all friends to see.

?This is an amazing way through mobile for people to give their preferences and the viral effect is so powerful,? said Andrew Koven, president of ecommerce and customer experience at Steve Madden, New York.

?We have made it completely portable,? he said. ?You can let your friends on Facebook know that you have found something very interesting for them and that is really the power of mobile ? that ability to share anytime and anywhere.?

Here is a screen grab of a product page on Steve Madden's mobile site, with the Facebook Like feature at the bottom:

Consumers can choose to Like the shoe and can post their thoughts to their Facebook Wall:

The outcome? A viral product promotion.

Here is senior editor Giselle Tsirulnik's Facebook Wall after she chose to Like a Steve Madden shoe:

The shoes that gets the most votes will have a special promotion around them. 

To drive people to the mobile site to vote, Steve Madden is pushing the promotion on its Facebook fan page, which has almost 18,000 loyal followers.

Here is a screen grab:

Followers that click on Steve Madden shoes on the Facebook fan page are routed to the brand?s mobile site to Like and possibly even buy the shoe if they would like to.  

For example, consumers that Like the shoe depicted in the screen grab above can click on it and are rerouted to the Steve Madden mobile commerce site.

This new promotional push has increased Steve Madden?s mobile site traffic by 30 percent in just 24 hours, Mr. Koven said. 

What is most interesting about the program is that Facebook Like has not been built into Steve Madden's, PC site. Consumers can only Like from their mobile devices.

?We may be the first to build Facebook Like into our mobile site,? Mr. Koven said. ?We built this specifically into our mobile presence to make our mobile site more like a social platform that lets people share what they like.?

The Like functionality on the Steve Madden mobile site has helped the brand increase its number of loyal followers on Facebook by several hundred in just 24 hours.

This kind of social and mobile integration could mean increased revenue on the Steve Madden mobile site, since the number of visitors is increasing so quickly.

?It?s very simple,? Mr. Koven said. ?The fact that people can Facebook Like on mobile opens up new opportunities to, in essence, mobile socially cloud source.

?People on the go can be looking at products and be engaging with us on Facebook and participate in our contests,? he said. ?They can click on their favorite shoes and we are able to introduce them to our mobile site in a fun and creative way."