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BizReport : Social Marketing : June 23, 2011

New Facebook "Comment" ad unit launched

This latest ad unit, dubbed the "Comment" ad unit, is the eighth to be made available on Facebook. Designed by Leo Burnett to be truly social, the ad encourages conversations around whatever content or questions a brand decisions to pose.

by Helen Leggatt

facebook comment ad.jpegStarting as a question on a brand's Facebook Page status, the Comment ad unit appears in the right hand wall of a Facebook Page as a "Sponsored Story". Questions brands plan to ask include, "How do you make summertime a special occasion?" (Hallmark) and "What is Your Mayhem?" (Allstate).

If a Fan decides to contribute to the conversation started on the Comment ad the ad unit moves to appear on that Fan's newsfeed. Once there it can be viewed and commented on by all that Fan's friends, regardless of whether they are already a Fan of the brand who is running the ad campaign.

"This unit allows a brand to introduce a conversation that can scale very quickly across our audience," said Facebook's VP of global agency relations, Blake Chandlee.

"This is a perfect example of how brands and agencies need to approach Facebook differently."

The Comment unit was one of several submissions from Leo Burnett in response to Facebook's 2010 call for submissions for new units that were "inherently social by design."

There will be many who shy away from encouraging user-generated responses because they feel threatened by a lack of control over what becomes associated with their brand.

But as B2B Marketing points out, "steering clear of engaging in such initiatives altogether means companies could be missing a trick in terms of reaping the rewards of well managed UGC".

Tags: advertising, Facebook, social ads, social network

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