Facebook’s latest installment of the Bootcamp Marketing Series featured a discussion about Social Technology. The networking site’s belief is that “business will be better in a connected world,” and they say they’re helping us all get there with a user count of approximately 800 million.

There are two types of integration: Social Plugins and Apps.

Social Plugins: A “lightweight method” that involves adding a few lines of HTML code to a website to make it immediately more engaging for users.

Most common types of Social Plugins include:

  • Like Button- Immediately shares a story on the News Feed when someone “likes” your page.
  • Send Button- Allows users to send specific content to a select group of friends.
  • Comments- Shares findings from external websites with friends on Facebook. (A great example of this is CultureMap.)
  • Like Box- Allows users to “like” your Facebook page from your website.
  • Login and Registration Buttons- Allow people to login/register to your website.

When should you use Social Plugins?

  • Do you currently have a solid website which would benefit from the implementation of these tools?
  • Will driving traffic to your website improve sales and grow your business?

If you answered “yes” to both of the above questions, Social Plugins are for you!

Apps: More of a “heavyweight” approach that involves further integration and development, but also delivers more personalized messages. Apps are a great way to spread the word about your business using all distribution channels, and can live on page tabs, your website, or even mobile devices.

When developing apps, be sure to focus on current fan interactions, enable great storytelling and create great experiences for your fans.

When developing apps, be sure to focus on current fan interactions, enable great storytelling and create great experiences for your fans.

For example , we installed an app for Perry’s Steakhouse & Grille that allows fans to make dinner reservations directly from the Facebook page.

When should you use apps?

  • Do you already have a large audience on Facebook or on your website?
  • Do you have the budget? (Plan to spend 20% of your budget to develop the app, and 80% on promotion of the app)
  • Do people already engage with your business on an ongoing basis?

If you answered “yes” to the above questions then apps are for you!

Have fun implementing these technologies, and as always, be sure to utilize your insights to measure effectiveness.

For suggestions and FAQ’s, visit Developers.Facebook.com and Facebook.com/plugins.

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