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Integrating Facebook Comments into Facebook Ads

Facebook recently announced a new ad format that complements the popular “Sponsored Ads” listings.  Called “Sponsored Stories”, the new feature enables marketers to integrate user-generated content related to their brand within the ad, or what Facebook calls a “story”.  This is a significant step forward for Facebook which has the opportunity to harness social media interaction in a “push” rather than “pull” method.

The advertiser may use one of four means by which to create a “story”:

1.       “Like Stories” – created based off a user “liking” a brand.

2.       “Page Post Stories” – created from a wall post on a brand’s page.

3.       “Check-in Stories” – created from posts via Facebook’s local product, Facebook Places.

4.       “App Stores” – created from messages between users on an app

For example, an interaction such as this:


Could appear in an ad like this:


While social recommendations aren’t new to Facebook ads, the format and degree by which the ad drives personalization could lead to large gains in ROI for advertisers, but not without potential controversy.

A video announcement [3] on the Facebook Marketing Solutions page, uses the term “Word of Mouth” marketing extensively and suggests that the interactions are currently posted through the users’ feeds anyway but just get lost in the noise of many interactions.  Currently, an end user opt-out feature does not appear to exist.

While I believe that users should have a right to raise their hand and opt out, there is some risk that the advertiser may not be able to control what is said in that post – e.g. a potentially negative promotion of a product.  I believe that the personal/in-network recommendation will be a big win for advertisers that manage an engaged social media program.  Relevancy and recency of recommendations/interactions should be the priority in leveraging engaging content to use in “Sponsored Stories”.

Currently the feature is available to a handful of big brand advertisers and should be rolled out to the standard system soon.

What do you think about your social actions being pushed by advertisers to your network?

About Keith Wilson

Keith Wilson directs The Search Agency's clients on display strategy, campaign execution, and campaign optimization in order to achieve desired ROI metrics. His expertise is in implementing methodologies and strategies for advertisers seeking to yield profitable return on their advertising budget. Prior to TSA, Keith worked at Experian Interactive Media as the Director of Online Partnerships and was responsible for managing the integrated partnership and media buying for strategic partners. In addition, he has worked at United Online as Director of Customer Acquisitions for their Classmates.com online brand, responsible for managing a CPA targeted budget in excess of $30M annually. Keith attended Cornell University.