Facebook is about to unleash a new feature on the masses, which enables a user to embed a facebook post into any blog post or web page. The feature is long overdue, especially for bloggers and social-media fans.
About 72% of Facebook users block the public from their Facebook posts and profiles, says Consumer Reports, so the company has been searching for and developing ways to increase the exposure of its public posts, profiles and pages. Embeddable posts is certainly one of the easiest and most effective ways of doing that, and since the Web is already accustomed to embedding all types of media, including Tweets and YouTube videos, it only seems natural.
Right now, the disadvantage with Facebook posts is that users have to visit Facebook.com in order to comment, like and share posts, which sometimes makes blogs, Twitter and YouTube more attractive platforms for announcements and big, open discussions. But embeddable posts solve that problem by allowing the discussions to occur outside of Facebook, wherever the audience is currently located.
In 2013, Facebook hasn’t underperformed, but it is losing (or sharing more and more of) its younger audience to other niche social platforms, such as Tumblr. Post embedding can be an effective way to keep Facebook in the loop on these other platforms, but it may not be enough to re-capture the youngest Web users. Some of the Web’s youngest users see Facebook the same way that the rest of us see AOL, a walled-off garden that dumbs down the Web into a boring, predictable and forgettable experience.
Facebook is slowly rolling out post embedding, so it’s not yet available to everyone. For now, only a few mainstream media companies, including CNN, can use the feature.
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