By Mikal E. Belicove|For Entrepreneur.com|June 28, 2011
Facebook has a new ad platform that will really get users talking.
The social network with more than 620 million users today launched a new Sponsored Stories ad unit — aptly named “Comment” — which urges members to do more than just look at, “Like,” or share a brand’s display advertisement. Formatted like a conversation between friends, Comment advertisements instead ask Facebook members to share their two-cents worth in response to the ad.
Facebook has always viewed itself as an instrument that socially connects consumers with brands. But with Comment ads, users are able to talk back. Here’s how it works: Advertisers simply ask a question beneath their advertisement — and, if compelled, users respond. When a Facebook member leaves a comment, the resulting conversation appears in that user’s News Feed in the right-hand column where their friends can join in on the conversation. As a result, the brand earns views, clicks and exposure of its content at no additional cost.
At present, the platform is only open to premium advertisers like Hallmark and Allstate. But down the road…
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