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Facebook Embedded Posts For Marketers and Publishers

This post was originally posted on the Wibiya blog here.

Fb-embdA few hours ago, Facebook rolled out Embedded Posts. Embedded Posts allow publishers to feature Facebook posts complete with the design, features, and functionality of Facebook, on their own sites. Embedded Posts display identically to the original Facebook post – complete with pictures, videos, comments, hashtags, and likes, as well as a Like or Follow button.

This new feature is currently available for select publishers and will be rolling out to additional publishers shortly.

What does this mean for your site?

Publishers have enjoyed Twitter’s Embedded Tweets feature over the past year, bringing the Twitter conversation into the content experience. As the Facebook experience is richer, their Embedded Posts platform should offer publishers and marketers a richer canvas for visitor engagement.

For example, publishers looking to boost their Facebook engagement can embed select posts from their own page on their site. Publishers discussing posts on others’ public Facebook pages (such as discussing a controversial post) can embed the post, presenting readers with the post in the social context they would find it in on Facebook.

At the same time, sports teams and politicians (as well as political and sports publishers) are going to love the ability to drive negative comments on their rival’s Facebook posts. This cross-platform engagement is sure to develop into some heated and entertaining exchanges. Publishers must prepare in advance for an influx of comments and engagement, particularly during a crisis or controversy. It is important to note that we do not yet know if Facebook will give publishers the ability to disallow post embedding.

Whereas YouTube embeds load an iframe, Facebook’s embeds (like Twitter’s) use javascript. Not only should Embedded Posts load quickly, but they will be indexable by search engines.

What does this mean for Facebook?

Despite the many claims to the contrary by industry pundits, this is not the end of Facebook’s proverbial walled garden. The only posts that will be embeddable will be public posts – posts that were already indexable and discoverable. By only making public posts embeddable, Facebook also avoids any privacy concerns.

Industry watchers should note that just three weeks ago, Instagram rolled out their own embedded images and video functionality. It will be interesting to see how these two platforms come closer together in the months ahead.