Facebook embedded posts good for business

Analysts say new embedded post program could boost Facebook's business users

Facebook announced a new program this week that lets websites post public Facebook posts to their sites. And that could be a boon for businesses, says industry analysts.

"This could be very attractive to Facebook's business users," said Dan Olds, an analyst with The Gabriel Consulting Group. "With this, they might be able to capture positive customer comments and append them to their webpages or other marketing material. Since the post retains the Facebook formatting, I think it conveys a greater sense that the statement is genuine and unsolicited."

On Wednesday, Facebook announced that it was launching the embedded posts program.

The embedded post will show any pictures or video attached to it, as well as the number of likes, shares, and comments that the post has, according to the social network. Only public posts from Facebook Pages and profiles can be embedded.

"Embedding posts will let people using your website see the same rich information that is shown on Facebook.com, and they will enable people to follow or like content authors or Pages directly from the embed," the company noted in a blog post.

At this point, the program is only available to what Facebook calls a "handful" of news publishers. A broader rollout is being planned.

This embedded program will help Facebook reach beyond its own site and get even more eyeballs on Facebook content, noted Patrick Moorhead, an analyst with Moor Insights & Strategy.

But this isn't just good for Facebook. It's also good for enterprises that want to show off what users are saying about them on the world's biggest social network.

"This could improve the Web experience for these sites by enabling real-time content and interactions with their customers," said Moorhead. "This increases stickiness [on their websites] and increases the chances users won't bail out."

Any business, like Ford Motor Company or JetBlue Airways or even a small mom-and-pop shop, eventually will be able to sift through Facebook to find complimentary posts from consumers, and then use the posts on their websites and in their online sales and marketing materials.

As usual though, this could be a double-edge sword.

Olds noted that while one company could be embedding positive posts about itself, its competitor could be embedding negative posts about it on its own site.

However, Zeus Kerravala, an analyst with ZK Research, said there are far more upsides to this for businesses.

"If I'm JetBlue and I had a user rave about a JetBlue flight, I could grab the post and put it on my site," he said. "It gives the same look and feel of Facebook. It's familiar to people." "It's like having a bunch of mini Facebooks all over the place," Kerravala said.

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, on Google+ or subscribe to Sharon's RSS feed. Her email address is sgaudin@computerworld.com.

See more by Sharon Gaudin on Computerworld.com.

Read more about social media in Computerworld's Social Media Topic Center.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

WOW now this is interesting... nice to see culture been the face of an organisation. Some great thought leaders in this group, but clear...

Andrew Lamrock

Westpac, NAB, RedBalloon debate ingredients of digital transformation

Read more

Smartmobile phones have changed the human life greatly. Nowadays, more and morecompanies are providing best solution for smart mobile pho...

alva christi

In Pictures: 16 great iPhone app battles - Slideshow - CMO Australia

Read more

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

Latest Podcast

More podcasts

Sign in