Open Graph Publishing for Brands
Facebook announced the Open Graph late last year but marketers have been struggling to find ways to enable users of that social network to share their brand experiences. The technical challenges have been too substantial for many, but a new tool from brand-focused social marketing management platform Thismoment aims to significantly reduce the barriers within the enterprise.
Thismoment’s Distributed Engagement Channel allows brands to create, distribute and measure interactive experiences across multiple digital channels. DEC’s new Facebook Open Graph publishing tool will enable marketers to select from “a set list of actions and objects and associate them with relevant content and campaigns.” So, as users engage with brand content, DEC will automatically generate stories highlighting the interactions. The stories will then be distributed through Facebook's Timeline, Ticker, and News Feed.
"With one billion pieces of content shared on Facebook via Open Graph daily, we see enormous potential in Facebook's Open Graph to reach existing and new customers with engaging stories that leverage word of mouth rather than one-way brand-to-user communication. Our new integration with Open Graph removes the current technical barriers that marketers face in leveraging this powerful new tool to enable more effective, efficient, and measurable brand initiatives."