• by Mark Walsh  @markfwal, November 9, 2010

With its Open Graph initiative and the release of social plug-ins including the now ubiquitous "Like" button, Facebook gave publishers the ability to add Facebook features and greater social interaction to their sites. Now social marketing firm Context Optional wants to build on that idea by allowing publishers to extend Facebook applications for things like polls and contests or coupons to their own sites.

The new Open Apps feature of Context Optional's Social Marketing Suite lets users create interactive apps that run across a brand's Facebook page, in the News Feed and on any third-party site. As with the social plug-ins, the aim is to help marketers drive more traffic to their own sites and increase engagement through interaction among Facebook users.

"Bringing Facebook functionality to the broader Web is a valuable way for marketers to further leverage the thriving, networked community on Facebook while continuing to capitalize on their existing investments in their Web sites," said Kevin Barenblat, CEO and co-founder of Context Optional.

He added that the new capability stemmed from customer requests for more sophisticated tools to integrate social efforts on and off Facebook. None of the company's clients, which include brands such as Ford, Kraft, Chase and Paramount, have begun using the new Open Apps feature yet.

The Like button, which has become the symbol of Facebook integration across the Web, however, has been added to some 2 million sites since being launched by the social network in April. Other plug-ins include a feed for displaying friends' activity on a site and a widget for recommending articles or other site content.

In connection with the launch of Facebook Places in August, Context Optional released a customizable Check-In Leaderboard app as a way for businesses to track check-ins and offer location-based promotions as well as badges for specific accomplishments. Facebook introduced its own Deals platform for Places last week.