New tools to open Facebook for businesses

The new toolset, from Optimal, are set up to ease brands into the social network by making it simpler to set up pages, engage with fans and find new fans in the bargain. Called Optimal Explorer, the tools create 'topic relationships' so that brands find the people - and information - they most need within Facebook quickly and easily.

First is the Keyword Explorer, set up to help brands find the keywords most associated with a product or brand; in this way the business can have a visual for keyword relationships, can expand on keyword association or remove certain keyword nodes.

Second is the Keyword Expander, set up to help brands build audience through the social space. The Keyword Expander uses Optimal's interest and affinity matching engine so that brands can see the audience they're reaching, tweak keywords and begin building a larger social audience.

And from Napkin Labs a tool which creates a Facebook hub within the social profile so that brands can more deeply engage social networkers. Called Fan Center, the add-on is set up to help brands create fan interest through campaigns, photo sharing, consumer stories/posts and authentic content.

Napkin Labs CEO Riley Gibson said, "Using Fan Center, brands can host pro-active conversations to capture ideas, feedback and stories straight from fans -- plus see and reward their biggest fans' interactions on Facebook. Fan Center is helping to build the world's most participatory brands by giving consumers an active role in the brand conversation."

Tags: Facebook advertising, facebook tools, Napkin Labs, Optimal, social marketing