Facebook Comments System Could Be Huge for B2B Marketers
Facebook recently announced another new Facebook feature that has very interesting benefits and some risks to marketers. Now, any blogger has the ability to install a Comments plugin. Bloggers have long been familiar with comments plugins such as Disqus and Intense Debate. The new Facebook comments system is game-changing in several ways.
The Growing Influence of Facebook
Once upon a time software giants Microsoft and Oracle were labeled as wanting to take over the world with their software products. Google has also shared that label in recent years. But, if anyone deserves that label today it’s Facebook. They continue to roll out features that expand how we interact with each other online and with our Facebook friends both inside and outside of Facebook. The growing influence of Facebook has significant implications for all marketers.
Open Graph API
The first game-changing breakthrough from Facebook came when they launched the open graph API in spring of 2010. Since then, we’ve grown accustomed to being able to “like” an article or a web page anywhere on the web. Of course, those likes get reflected in your Facebook social profile and advertisers target their ads to you from such data. For example, if you like an article on pet health on CNN.com, don’t be surprised to see pet health centric ads displayed while you’re inside Facebook.
Email Will Become Messaging
In 2010 Facebook announced their plans for Fmail, which will revolutionize the way people send digital messages to each other. You’ll soon be able to communicate with people through email, SMS and inside Facebook messages while being able to retain a conversation thread and maintain it all in your social inbox. It will make today’s email look like AOL email in 1998.
B2B Marketing Implications
When you want to leave a comment on a blog post that has the new Facebook comments plugin, if you are signed into Facebook you can leave a comment as you (in Facebook), or as a page you administer in Facebook. Your comment will display in your Facebook news feed. If a friend comments on it in your Facebook news feed it will also display in the original blog post as well as your news feed! Think about that….Your behavior outside Facebook is interactive both inside and outside of Facebook!
B2B marketers should be doing back flips yelling something like “Woo hoo! Finally I can get excited about Facebook as a viable marketing platform!”
Maybe now B2B marketers will have the hammer they need to convince staff to post comments on industry blogs. Of course, some people will not want to co-mingle their Facebook personal profile with their work. These lines have long been blurred. This news blurs them even more. Staffers should jump at the chance to contribute to their employer’s content marketing strategy and this is an easy way to do just that.
Those with page administration sign-in authority will have greater ability to send people to their Facebook page when posting comments in the name of their page.
Anyone doubting Facebook’s ability to expand its ubiquity across the web needs to fully understand how Facebook is spreading its footprint at lightning speed. The Facebook comments plug-in is a giant leap forward in expanding that footprint. B2B marketers should jump on board by installing Facebook comments plugin and looking for it on relevant industry blogs.
As with any new social media feature there are some risks. I chose not to comment on those now. Rather, I’d like to invite your comments on the potential benefits and the potential risks of the new Facebook comments plugin offers B2B marketers.
Go ahead…Leave a comment using your Facebook profile below…