Facebook Moves Beyond Likes With Call-to-Action Submissions
Facebook announced that it will begin approving actions other than Like for apps – enabled by its Open Graph – in January. Earlier this week it was revealed that the social network is testing a new call-to-action with Sponsored Stories called “Check out this idea.”
The company hinted toward new action items at its f8 Conference earlier this year. These actions would give users a new way to interact with brands. Liking a Page or update shows support, but developers can soon begin displaying other words within their apps, such as “buy,” “experiment with,” and so on.
“With the worldwide rollout of Facebook Timeline underway, we are beginning the process of reviewing Open Graph actions submitted for approval. We expect to start approving actions in January and will post an update once we begin to approve actions in earnest. Once the action is approved, the person who submitted the action for approval will receive a Facebook notification and the app can begin publishing this action to all users,” explains Eugene Zarakhovsky in Facebook’s Developers Blog.
App developers can propose more than one action, but each must be submitted individually. The developer must also provide step-by-step instructions explaining how the action is triggered. You can read more about action guidelines on the application page.
It’s important to note that approvals will not begin until Timeline is rolled out to all Facebook users. Until then, requests will be classified as pending. Once approvals begin, you will be notified through Facebook and email. Additionally, all requests will be marked as approved or rejected in the Open Graph dashboard and on the edit action page. If your action was rejected, you will see a banner at the top of your action edit section with a link explaining the rejection. Once suggested changes and corrections are applied, you can resubmit your application.
New actions will provide Facebook users with a new way of interacting with brands and apps. It’s too early to tell how the social network’s user base will react to the changes, but if used creatively – and not abused – it can be a very valuable tool for marketers.