Dive Summary:
- Roland Smart at iMedia Connection provided tips on using Facebook's Open Graph tool, which allows brands to merge their webpages into the social graph.
- Smart recommends starting relationships with your users and giving users the opportunity to opt in immediately or in the future.
- He discourages thinking of Facebook's Open Graph as a typical marketing campaign or pushing for permissions right out of the gate.
From the article:
Despite recent struggles, Facebook continues to dominate the social environment. And the platform's Open Graph environment is a powerful tool that allows companies to "frictionlessly" and continuously share users' actions, after the users have given permission.
But many companies are misusing the tool, alienating users, and losing fans instead of locking in important interactive relationships. We spoke with Roland Smart, VP of marketing at Involver, about critical do's and don'ts...
