Facebook's Next Big Media Move: Comments
Unlike Facebook's existing "social plug-in" service, however, the new system involves "handling the log-in and publishing" and automatically "cross-promoting comments on individuals' Facebook walls, and possibly even promoting them as well on media outlets' own 'fan' pages," CNet reports.
It's "easy to see Facebook and publishers working together on something even more robust," writes MediaMemo, noting that Facebook already manages comments for People.com.
According to Mashable: "It's another step in Facebook's ultimate determination to dominate the Web, to evolve from a destination site into a service that's integrated into every part of the online experience." If only by necessity, third-party commenting system providers claim to be well prepared for Facebook's forthcoming service
"We've been expecting it for some time ... and have been actively building Livefyre towards the things that we know Facebook will get wrong," Livefyre founder and CEO Jordan Kretchmer tells ReadWriteWeb. "Namely: Identity, personas, open data, and non-discriminatory social media integration."
What's more, "People generally want the option of commenting with different personas," Kretchmer explains. "Not allowing for that will diminish the overall amount of conversation publishers will see."
What publishers should be attracted to is the new service's ability to "surface high quality comments or help users identify trolls and spammers by assigning users an aggregated credibility score," writes Inside Facebook. "Since this score travels with users wherever the plugin is integrated, it should encourage more civil, thoughtful commenting."