Getting it right with Facebook messaging

While recently upgrading one of the Facebook applications we developed for PaddyPower.com to comply with new Facebook messaging policies, we found ourselves faced with many decisions on how to construct and deliver messages to players’ news feeds. Should we publish to stream, use the feed form, how do we include the brand, what language should we use?

Higher levels of more direct permissions are now required from application users to allow you to write to the news feed on their wall. While restructuring the app to handle this we began to question our message content - which looked like it had been auto generated by a machine.

Thus, we decided to de-formalise it and make it sound more like the user had said it, rather than a robot. We also included a question in the posts to help stimulate commenting and conversation. This then prompted us to upgrade the type of Facebook messaging we were using to allow us to include the brand logo, links to the app etc. in the post. Thus placing the brand in the middle of the news feed and all conversations it generates.

We also managed to implement the new Facebook policies without impacting on usability - but then again that’s why we are supposed to be the experts :-) To be honest it took us a couple of attempts to get it right!

So what? Well, there are a few important points to note:

1. Remember it’s social media not machine media - post messages like a person not a computer

2. No point in doing any of this from an app unless you position the brand in the midst of it all

3. Make sure your language and communication is consistent with that used by the brand

It all seems obvious now - but not at the time!

Conor & John