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Last week we wrote an exclusive article for MediaBistro’s All Facebook property. It expanded upon our prior post here on Beyond the Click that outlines Facebook’s new ‘social feedback loop’ and what it means for marketers. The post on All Facebook, titled “7 Ways to Play Facebook’s New Social Feedback Loop,” has been shared hundreds of times — and we’re glad it was helpful for so many marketers working to navigate the new Facebook landscape.
Here are the first 3 recommendations in the article, and you can read the full post on All Facebook:
Facebook’s ticker, timeline, Open Graph and GraphRank create a feedback loop that drives social discovery, engagement, and targeting opportunities. Here are seven suggestions on how to leverage these new features in marketing (by the way, in the graphic to the right, the word “flyouts” refers to pop-out window that opens when you click on an item in the ticker).
To participate in social story creation and promotion, you have to be part of the Open Graph. These social stories show in the ticker each time a user performs an action in an application, and are then aggregated into the timeline. When those actions form a social pattern, as identified by Facebook’s new GraphRank algorithm, they also gain more prominence in friends’ news feeds.
Marketers, especially brand marketers, have long relied on the fan page as their only real presence on Facebook. It’s time to extend past this to create an experience that is truly social by design and conveys your brand identity. Apps are more essential than ever to the latest Open Graph updates, as they are the centerpiece for story generation. Without such an approach, you might find your messages are lost among all the real-time activity streaming from Open Graph apps into the ticker and news feed.
By expanding beyond just the verb “like,” new opportunities open for marketers to bridge offline and online experiences. Every offline experience and action that is inherently social can now be put online and be addressable. Think about “driving a new car” or “sampling a new beer.” Think about the verbs used when customers interact with your product, or owning your own verb (e.g., “Fedex a package”). More important, however, is to integrate those actions and verbs into sharable and social experiences.