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

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Great article. Interactive videos will be the next big thing for engaging B2B & B2C audiences. IV videos with a questionnaire style f...

Revolution Video

3 lessons for marketers from the most creative digital ads for 2015

Read more

Chris, nice collection of tactics. I believe these are valid points of focus and action, and most marketers and many sales professionals ...

BCA

How to keep your B2B marketing job for the next 5 years - Marketing leadership - CMO Australia

Read more

The most successful start of any change is the recognition of its need. Australia is by no means the only country struggling with custome...

Denyse Drummond-Dunn

Report: Aussie CMOs strive for customer centricity but hindered by pace of change

Read more

Chris - good list for a staff marketer. But a CMO must become conversant and familiar with strategic corporate finance. This is now a c...

Ed Marsh

How to keep your B2B marketing job for the next 5 years - Marketing leadership - CMO Australia

Read more

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Sign in