Last week, we introduced the blog series 5 Ways Facebook’s Open Graph Will Impact Your Marketing. We gave a little preview into each element and now we’d like to take that a step further and explore the first impact of Facebook’s Open Graph – how marketers can Move beyond the “Like.”
Let’s face it—marketers have spent a lot of time and money figuring out ways to accumulate Likes – whether its for their Brand Page, products, content or corporate website. Some marketers have paid for Likes by running specific awareness programs and others have increased them organically over time. But what is the real value of the Like for your business?
Historically, brands have relied on the Like button as a way to create a more social experience and encourage consumers to share. But Like lacks context, it is too one-dimensional and doesn’t provide enough detail to truly communicate what someone is trying to express.
Enter Facebook’s Open Graph. Brands can now move beyond the Like and create a more engaging shopping experience both on and off of Facebook with contextually relevant verbs (stories) that resonate with their target audience and help build stronger relationships with consumers. For example, a wine distributor can enable users to “recommend” or “taste” a wine or a fashion brand can allow users to “want” a pair of shoes or “own” a dress. Brands can take it a step farther with interactions like “got burned by” a hot sauce or “shred on” a snowboard to connect with consumers in their own brand language making the online experience very unique for users.
These stories (recommend, taste, want, own, etc.) are then broadcast via Facebook to the consumer’s Timeline, as well as their friends’ News Feeds and Tickers increasing story amplification, referral traffic and story engagement. All of these stories create powerful, relevant earned media that allows brands to drive awareness and word of mouth (WOM) across all Facebook outlets.
To stay ahead of the curve, savvy brands will develop a strategy to leverage Open Graph actions aligned with their brand, products and services. They will use Open Graph applications to create opportunities for contextually relevant engagement and sharing with consumers, both on and off of Facebook.
In addition to Moving Beyond the Like, the Open Graph also capitalizes on the power of the Consumer Timeline. Stay tuned for our next post, Shifting Focus to the Consumer Timeline, as we outline what this means for marketers.