Facebook Drops FBML in Favor of iFrames – Advantages & Challenges

One of the big questions that’s arisen around the changes to Facebook Pages is: How will it affect applications that were built using FBML? FBML, or Facebook Markup Language, was designed to enable users to build applications that deeply integrate into the Facebook experience. Several months ago, Facebook announced that they were in the process of deprecating FBML, and in their February 10th announcement of changes to their Pages they confirmed that FBML will be discontinued after March 10th. While existing FBML applications will continue to work, it will no longer be possible to build new applications using FBML.

iFrame Advantages
Instead of FBML, users can now build applications for Facebook tabs with HTML iFrames, enabling limitless integration of standard open web technologies without sandboxing or modification by Facebook’s servers. An iFrame or “inline frame” is simply an HTML code that allows users to embed any web page within another web page, in this case Facebook. In practical terms, this means that brands can continue to benefit from the tremendous viral capabilities of Facebook, and create more visual consistency between their web site and Facebook, as well as being able to redeploy existing assets. They’ll be able to run Javascripts on page loads and deeplink to highlight specific content as it appears in their streams. Facebook offers the following diagram of how it works.

Source: Facebook

All this makes it easier for you to incorporate all the rich content you use on your site into Facebook. You can also now engage certain basic analytics off your site to track page views and Facebook ad conversion.

Revising Tab Capabilities
But the change also means that certain other tab functions, which were easy for site admins to implement, now require the capabilities of a developer. Fan-gating, for example, a powerful way for brands to build their fan base by requiring visitors to Like their page in order to access applications, now requires a complex process involving JSON objects and Boolean code to set up.

So while the new Facebook Pages promise a future in which brands can create more consistency between their web site and Facebook profiles, and applications will  function at a higher level, it’s also clear that implementation for some of the most basic functions will now require developer support.

Facebook no longer offers a static FBML app to take care of hosting, which means brands need to provide their own server infrastructure or utilize some of the solutions offered by companies like Involver, which can provide hosting, application support, and insulation from any future changes Facebook makes.

Involver will continue to support existing FBML applications, and make it possible for our customers to combine increased application functionality with the power of Facebook to interact directly with customers and grow audience. We can help you render your Pages in HTML as you continue to access our core suite of applications.

If you have further questions or would like to speak to one of our experts, feel free to get in touch with us here or comment below.

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Involver Apps Keep Pace with Facebook iFrame Switch

As many of you will know from this blog and recent announcements, Facebook is replacing FBML with iFrames as its default mode for tab applications. While the change will enable users to create more consistency between their existing HTML web site designs and their Facebook fan pages, it does create a few challenges for brands switching over from FBML-based apps.

To ensure that our customers are able to meet this challenge and enjoy the benefits of the move to iFrames, Involver has taken the opportunity to improve the look and functionality of our applications created in SML™. We’ve also updated the application settings pages to make them easier to use.

Our roll out of upgrades will take place over the next couple of weeks, so don’t expect everything to change at once. Among the highlights:

•  Improved look and feel for all Involver apps. Easier access to a greater number of apps.

• A self-serve version of our Promotion Gallery app will be available at the Professional level. This app allows users to create a gallery of fan pages ranked by Likes to cross promote pages. 

• A new app called Scribd, which combines the functionality of Slides and PDFs.

For further information about iFrames and the changes on Facebook, which go into effect for all Facebook pages this Thursday, March 10, please refer to Facebook Drops FBML in Favor of iFrames – Advantages & Challenges and other recent blog posts. And continue to follow us here and on Facebook for more updates.

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New System For Facebook Wall Posts – How It Works

Among the many changes to Facebook Fan Pages is the removal of chronological order as the default setting for Wall posts. What does it mean? Is there any wisdom to it? Are there advantages?

As with many Facebook changes, people are still catching up, and many who were satisfied with things as they were are upset with the removal of a system that seemed to make intuitive sense. Obviously, not every change Facebook makes is right. And if this one proves unfeasible it won’t be the first time Facebook has tried something then made adjustments to accommodate users. However, as most recent Facebook changes have been successful and clearly their intentions with this change were to improve the experience for users, it’s important to understand how it works first and explore the ways that it could actually be an improvement.

In a recent response to questions about the removal of chronological order on their developer forum, Facebook described the new system as “an algorithm determining popular and interesting content. Factors include how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g., photo, video, or status update).”

Their use of the term algorithm brings to mind Google’s system for aggregating search content, and is perhaps an indication of where Facebook wants to go with this. Chronology clearly still plays a role, particularly for users visiting other Fan Page walls, where posts often still appear in a form very close to reverse chronology, with the occasional exception.

Options For Visitors & Page Admins
With so many different variables, it can be hard for users to understand how the logic works. This can be especially difficult for brands. Without accurate and timely notifications on posts, page moderation is INCREDIBLY difficult and cumbersome. While Facebook does provide email notifications to page admins when users post or comment, a more sophisticated way to manage a high volume of posts across multiple Fan Pages is to employ a tool such as Involver’s Audience Management Platform, which allows you to respond chronologically to comments/posts regardless their position on the Wall.

When using Facebook as your Page, there is still a way to toggle back to reverse chronological order for your News Feed. From your Home page, choose between Top News and Most Recent (see below).

The other new feature to Facebook Wall posts is the ability to choose between Everyone and Posts by Page, which means that as a visitor you can view only posts made by the Page admins, or from Everyone posting to this Wall (see below).

Admins can limit the ability of visitors to see other postings by choosing Only Posts By Page in their Wall Tab Shows under Manage Permissions, where they can also set filters for comments, media, age and profanity.

To change the settings for your Facebook Fan Page Wall, go to Manage Permissions:

For admins using Facebook as individuals, find this by clicking the Edit Page box that appears on the top right of your Fan PageFor admins using Facebook as their Page, find this by clicking on the top right of your Profile (not home) Page

Click the Edit Page box at the top rightMake sure you’re on the Manage Permissions page (highlighted in gray)Here you’ll find a range of filtering capabilitiesNext to Wall Tab Shows, choose between Everyone, and Only Posts By Page

Hopefully soon, Facebook will make it simple to access a complete range of view-by options as easily as we do on our desktops, windows or email programs. And while it’s difficult to understand and even more complicated to navigate this new system, think of this as a step in the right direction.

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Changes to Facebook Pages – A Quick Guide

Facebook announced major changes today to its Pages, bringing them closer to individual user profiles in their look and functionality. We’re excited about these updates, as they will improve the ability of our customers to connect with audiences. The changes impact the user experience visually, giving a more compelling look and feel to Pages; functionally, allowing brands and companies to operate more the way individual users do; but also by greatly increasing your ability to build richer application experiences using iFrames. In addition to having applications that perform better, brands will also have greater flexibility in the way they name them.

The changes go into effect for all Facebook Pages on March 10, which gives you four weeks to preview the new format and switch over at any time before then. The changes will certainly enhance the visibility, access to, and effectiveness of Involver applications, but it’s important to learn how they work in order to make the most of this exciting new look and feel. Below is a map of the new features, followed by an additional summary of the changes, many of which we expected:

1-Photo strip above the Wall (with the most recent photos you posted or tagged) TIP: To optimize your photos size them to 96x67px in order to fit in the space provided and plan for them to be in random order.
2-Tabs move over to the left panel, in the form of a list (maximum of 6 above the fold)
3-Profile picture reduced from 200 x 600 pixels to 180 x 540
4-Blurb box that was below the Page picture moved to info tab
5-Pages can Like other Pages, not just favorite them
6-Featured Pages and Admins
7-Page category
8-Choice for Wall posts between “Everyone” and Page posts only
9-Mutual Friends and Interests section
10-Ability to interact on Facebook as your Page
11-Ability for admins to post and comment around the site under their Page’s alias
12-News feed of updates from Liked Pages
13-Pages can now feature iFrame tab applications
14-Email notifications when users post or comment

Note, very important: at the top of your Page is a prompt, which allows you to preview the new layout first but once you upgrade, there is no way to revert back to the old design.

Photo Strip Instead of Tabs Above the Wall
The replacement of tabs with the photo strip at the top adds a dynamic, colorful element that will significantly improve the look of the average Facebook Page. The photos are drawn from the most recent ones you posted to your Wall and those you tagged, but does not include photos posted by fans. Users can hide undesirable photos. The new left nav placement of tabs also allows for longer tab names.

Expanded Functionality For Fan Page Admins
By enabling Fan Page admins to comment in the name of the page itself and to interact with other Fan pages, Facebook has finally made it possible for brands to truly engage in tremendous interactive engine which powered its growth among individuals. Your power as a page administrator is increased in a number of other ways, including the ability to set filters on your Wall so that visitors see relevant posts first, and to view all the content and get notices whenever someone posts to your wall.

Involver Customers
Overall, the changes announced today represent a huge advance in the ability for brands to create rich, individualized experiences for their audiences. For Involver customers, this means enhanced functionality in all the applications you’re used to using and a far more engaging experience on Facebook overall. Still, we recommend that you preview the new look by clicking preview at the top of your Page before making the changes, as you will not be able to go back once you’ve made the update.

Finally, you should review the new policies. While many applications like Flash will now function better on your Page, Facebook’s restrictions require you to limit their functionality until a user interacts with it. As always, should you have any concerns about these changes, please do not hesitate to contact us.

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Benchmarking Facebook Ads

If you've been sinking a portion of your marketing dollars into Facebook advertising the past year or so, you might be wondering how that online advertising is paying off for you. And with Facebook ads expected to pull in more than $2 billion from U.S. advertisers and $4 billion worldwide this year, you shouldn't feel like the Lone Ranger. It appears most brands that advertise on Facebook haven't been able to assess how their campaigns are performing, according to Webtrends.

To remedy that problem, the Portland, Oregon-based web analytics and social marketing company analyzed more than 11,000 campaigns serving 4.5 billion impressions on Facebook that logged 2.2 million clicks, focusing on such metrics as click-through rate (CTR), cost per click (CPC), cost per thousand (CPM), and cost per fan (CPF).

Not surprisingly, advertisers got fewer clicks for their buck in 2010 compared with 2009, with demand for ads and audience sophistication prompting ad prices to climb. For instance, the average click-through rate in 2009 was 0.063 percent at 27 cents per click, compared with an 0.051 percent CTR at a 49-cent cost-per-click rate the following year. That means forward-thinking marketers can save money by building their Facebook campaigns now, thus taking advantage of rates that are only going to climb higher later.

Meanwhile the cost per thousand - the amount Facebook charges advertisers for an ad to be displayed 1,000 times -- averaged 17 cents in 2009 compared to 25 cents per thousand in 2010. And while figures aren't available for the cost per fan in 2009, that price tag was $1.07 for each fan who clicked through in 2010, according to Webtrends.

Most interesting perhaps is the finding that the older we get, the more likely we are to open ads, with the most Facebook ad clickers peaking at the ages of 55 to 64. Furthermore, women are more likely to click onto ads than men.

As for geographic targeting, it appears location has little to do with the rate at which people click on ads on Facebook, with the exception of Hawaii -- which has a click-through rate that is half that of most states -- and North Dakota and Wyoming, where CTRs are double and triple (respectively) the national norm. I can only assume that the island folks have a lot more activities to contend with than those in the two landlocked states.

Webtrends' analysis also shows that search ads (ads placed on pages displaying search results) can successfully run for months because there will always be new people searching for terms related to the ad. 

Finally, it appears social brands see higher click-through rates, which Facebook rewards with a lower cost per click and greater visibility. That makes perfect sense when you consider most folks visit Facebook because it's a hoot. As a result, ads that are social in nature -- and are fun to engage with -- experience higher click-through rates.

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Facebook Adds Remote Log-Out Security Feature

Facebook on Thursday added a remote log-out feature that will allow users who accidentally left themselves logged in on a particular device to end those sessions from another location.

"Have you ever borrowed a friend's phone to use Facebook and then forgotten to log out before you handed it back? Maybe you logged in from a public computer, but accidentally walked away with your Facebook session still active," Facebook wrote in a blog post. "Now, you can see if you're still logged in on other devices and immediately log out on those devices from one central control in your account."

The "Account Security" section of your Account Settings page will now include a menu that displays "Most Recent Activity," as well as "Also Active," if your account is signed active in two or more locations.

Facebook will show log-in time, approximate location based on IP address, and browser and operating system. It will also show device name if you have enabled Facebook's log-in notifications feature.

If you notice a location that is unauthorized or you know that the listed location is your friend's cell phone or a public computer from which you forgot to log out, you can click the "end activity" link to the right of the listing to end that session.

"Control isn't just about deciding what you share and with whom you share it; it's also about being able to keep your Facebook login secure," Facebook said.

Facebook said the service is now rolling out gradually to all of its 500 million members.

Google has had a similar remote log-out feature enabled in Gmail since 2008. Earlier this year, Google introduced a feature in Gmail that alerts you at sign-on if Google believes your account has been compromised.

In a related story...

Gmail Priority Inbox Has Arrived!

While most people have been taking it easy over the summer vacation, Gmail seems to have been working overtime. The email giant is just getting better and better - a new interface, updated undo send and even multiple account login! The latest feature to make it to our inboxes is Gmail Priority Inbox.

The feature hasn’t been fully rolled out yet, so don’t worry if you can’t see it in your account - it hasn’t appeared in mine yet, but as you can see from the screenshots, Tom’s already prioritizing with the best of them!

Gmail Priority Inbox is going to work like this: using technology similar to its anti-spam features, it will automatically identify important emails based on your usual email patterns - what you read first and who you actually reply to. It will then put these emails in a separate part of your inbox, so you can read them first and leave the less important stuff until later.

Even if Gmail Priority Inbox gets it wrong, there is also a feature to mark individual mails as more or less important, moving them in or out of the priority area as appropriate. If this feature works well, it will be huge, especially for high-volume emailers. I can’t wait to try it out, so hurry up Gmail - I want Priority Inbox now don't you?!