BKV Blog

Facebook’s Evolution: Becoming a “Mobile First” Platform

By Chang Yu in Social Media on April 25th, 2013

As part of their ongoing “mobile first” strategy, social media juggernaut Facebook recently made three key platform announcements at their Mobile Developer Conference in New York City.  The announcements centered on making it easier for developers to integrate mobile apps with Facebook to engage their 680+ million users.

  • Change #1: Open Graph for Mobile
    New APIs and features will make it easier to integrate Open Graph into mobile apps, thus making it more likely for people to tell their stories on mobile.  The two parts of this release include the Object API and Native Sharing Dialog.  With the use of the Object API, Facebook believes that it will streamline integrating Open Graph into mobile apps.  In addition to Object API, Facebook is also rolling out a Native Share Dialog that will improve user’s sharing experience from a native mobile app.
  • Benefit:
    As Facebook continues to place greater emphasis on monetizing mobile, Open Graph on mobile will enable Facebook to pull a greater amount of content into news feeds that can then be complimented with ads.
  • Change #2: Improved Mobile Login Experience
    Rollout of a faster mobile login dialog will give people more clarity and control over their app access and permissions.  It will utilize a more user-friendly model that will publish permissions to an optional dialog.  Going forward, apps will need to request data and publishing permissions separately.  The rebuilt Login Dialogs for mobile and web will focus on performance, as it will load up to 20% faster on mobile.
  • Benefit:
    Moving towards an improved mobile login-experience is about increasing conversions.  Back in December, Facebook saw that their newest permission model saw a 5% increase in mobile conversions.  So, they want to make sure the feature is being incorporated for developers as well.
  • Change #3: Facebook SDK 3.5 for iOS and Partner Program
    This feature will add support for the Object API, native Share Dialog and native Login Dialog as well as help developers integrate Facebook on a variety of mobile platforms.
  • Benefit:
    Facebook is looking to make sure developers have the ability to leverage these products across every potential platform that exists.

In the past, Facebook made several missteps in mobile, but they understand the changing landscape.  As consumers continue to shift their media consumption from desktop to mobile, Facebook wants to make sure that it is not only creating the most optimal user experience, but also the products required to maximize the marketing opportunities that comes with it.

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