Lately, it seems Facebook is hitting on all cylinders. Recently they announced the availability of their commenting system for bloggers. Let’s discuss what capabilities this introduces as well as the potential impact it has for online marketers for extending their reach. As more information comes in on this topic we’ll do our best to update you with a follow up post.
Moving beyond branded pages and like buttons Facebook now gives site owners the option to integrate a Facebook commenting system into their site. This new capability offers some interesting options, this post is meant to open the discussion on a few of these, and concludes with an important technical question.
Familiarity = Visitors More Apt To Comment and Share
One thing Facebook had done well, is invite users to engage and interact. Comments on photos, videos, notes, and comments abound.
When logged in Facebook users read a blog post, and then see their photo with an invitation to comment below the post that is styled just like it is on Facebook, they are more likely to engage, because it is familiar and easy (no prompts to fill out forms, login, or register.
Blog Comments Shared on Facebook Hit Feeds
Affinity comments. This has the potential to get more engagement on a post from those you might not have reached otherwise. I call these affinity comments. As your commenter’s likely have friends with similar interest, they are more likely to read and engage with what their friends are engaged in.
It’s worth mentioning per Facebook’s announcement, that those who respond to a friends blog comments will also have their comments appear on said blog. For marketers, the benefits is self evident, it helps increase your reach.
Recommended: Are Facebook Ads Better than Google Adwords? This guy thinks so. If a Facebook Marketing Strategy is what you need, then listen to this. (Caution: somewhat strong language…and opinions).
Influential Comments Rise to the Top
Those whose comments are deemed by Facebook as most popular or most influential will appear at the top of the comment stream. It wasn’t mentioned, but fair to conclude that as the comment system matures, voting, liking, etc. will be introduced into the comment stream. This social voting will allow the most influential comments to rise to the top.
For marketers this can motivate commentors to monitor comment streams, and offer even more meaningful engagement.
While many comments came after Mari’s, her comments remained on top after 15 hours.
Comment as You or As A Page You Administer
Branded Comments. This gives page administers the ability to comment as the page, and thereby putting the stamp of a brand behind the comment and all the social influence that comes with it.
While I’m not yet certain (have yet to test the system), that those comments might also appear on the respective Facebook pages, and the comment responses on those pages could also appear on said blog. Again, this has to be confirmed, and may change as functionality is updated.
Bottom-line Benefits Facebook Commenting System has for Marketers
- Potential for more engagement with site visitors.
- Ability to assert your brand on blogs hosting Facebook’s commenting system, by commenting as a page administrator.
- Influencer’s on top. If you are a leader in your market, you have opportunity to rise to the top of comments.
- Less Spam. Didn’t mention this above, but true, less spam comments
Some say this could be a game changer for many. For certain, it has given bloggers who previously dismissed Facebook integration on their blog some new things to ponder.
A Technical Question
For those using WordPress, will these comments be stored in the comments database as with other 3rd party comment systems (Disqus, Intensedebate), so that blog administrators can roll back if they choose, retaining the comments from Facebook commenter’s? Still investigating this, and will test.
Chime in below with your feedback or insights.