Embedding is the New Pink

Facebook is rolling out the option for bloggers and admins to embed Facebook posts from public pages into their websites, piggybacking off of the popularity of embedding Tweets into articles for commentary and emphasis. Currently the option is only available on a few pages, but will be expanding throughout the network.

Embedding tweets has become popular among bloggers and news organizations as a way to break up long articles with witty quips or commentary. Some blogs like Mashable create entire posts like X Top Tweets About Y Event. Embedded tweets are a win-win for Twitter users and bloggers. The blogger gets content while the creator gets exposure and increased engagement.

Facebook’s adoption of embedded posts shouldn’t come as a shock to anyone, as Instagram enabled photo embedding a few weeks ago. If the daughter company to Facebook has had success with embedding photos – as they had success with hashtags – it makes sense that the parent company would utilize the same technology.

Many social media users have commented on Facebook chasing after Twitter. Other than the incorporation of hashtags, Facebook also rolled out verified accounts in late May which gave public figures and major organizations to little blue check marks next to their names.

However, Twitter has always been a platform where users connect with strangers and broadcast their lives. Facebook has not.  Facebook originated as a place to create private profiles and connect exclusively with friends, it was a haven from MySpace where your very first friend – Tom – was a complete stranger. Now Facebook is taking the aspect that made it unique and rejecting it for more public conversations and connections.

Cynthia Boris of Marketing Pilgrim broke down the features of embedded Facebook posts. Blog readers can like a page or a post that’s embedded but are redirected to Facebook to submit comments. Her insight shines when she questions the logic behind commenting on an embedded post as far as directing blog conversations.

The first option is leavening a comment in the comments section of a blog. This breaks up the conversation into two places: comments about the Facebook post on the blog article and comments about the Facebook post on the Facebook post. Option two is getting redirected to Facebook to comment. While Facebook likes the idea of more people going to their site, bloggers risk directing traffic away from their pages. Once on Facebook, your blog readers will get distracted by vacation photos and fail to return to your page.

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This makes embedding posts a questionable move for bloggers. It also doesn’t help that statuses can take up considerably more real estate than tweets.

Facebook keeps evolving into a public space to share insights from brands where privacy settings are ambiguous and advertisements are plentiful. These changes benefit might advertisers and marketers, but do they hurt the user experience? Or would you like to see a more open Facebook where you have discussions with both friends and strangers?

About the author

Amanda Dodge