Do Marketers on Facebook Need to Be Aware of the Site Moving Away from FBML?
Many developers have come to know and love FBML, Facebook’s very own programming language built on top of HTML. This custom language was admired for its ability to create user-friendly applications and enable seamless integration with the platform.
However, upon announcing the new and improved Pages, Facebook also confirmed that it would soon be discontinuing FBML. Existing apps will work just fine, but the platform is no longer supporting FBML applications. This is something marketers should definitely be aware of, so in this article, we will explain all that needs to known about the change.
The Good Stuff
The shift away from FBML could be embraced by businesses that are still working to establish their online presence and understand the value in leveraging a platform like Facebook in their multichannel marketing strategy. Companies are increasingly relying on social media to engage their audiences and drive revenue, so the ability to do it all from the their page should be a welcomed treat.
The Bad Stuff
Facebook’s decision to deprecate FBML in favor of iFrames does have its disadvantages, with the main one being the added level of complexity. Basic functions that could easily be performed by page administrators now require specific developer skills. Boolean and JSON are just some of the more complex web technologies that have been added to the mix. This could obviously make it more difficult to bring out the best in your page and capitalize on its full potential. On the bright side, if you were already using FBML applications and have the necessary development resources, this factor may not be much of an issue.Continued on the next page