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Facebook is the largest social networking site with more than 1 billion active users and is growing larger every day! Make sure to use these Facebook widgets for your website or blog to connect with your large Facebook audience. You can use these tools to easily share certain profile information, websites, blogs, and businesses with the Facebook community. After covering some basic aspects of Facebook programming in previous columns, I’ll now discuss tools and techniques to view and retrieve content from a Facebook wall in order to share it through other means and catalog it for something else, such as business intelligence (BI) analysis.

Not all companies have the same level of interest in the world of social communities as does Facebook. One lesson I’ve learned, however, is that in all companies, periodically an internal department—usually marketing—ends up with a strong interest in getting closer to customers and, maybe more important, in having customers get closer to the company. A Facebook fan page is one of the tools to attract contacts, and the number of Likes and the level of activity on the page can measure the success of the initiative.

Where does programming fit in? To keep a Facebook page alive and kicking and to stimulate user activity that increases the number of “people talking about this,” you need to post interesting content—and frequently. Sometimes the company can afford a staff of people just researching and creating content for the Facebook page. Sometimes, instead, good content for the Facebook page comes straight from the regular flow of company business. In this case, it would be a bit problematic for employees doing their regular jobs to reserve extra time to report on a Facebook page what they’re doing. Imagine, for example, that news is posted to the Web site. The internal workflow might entail preparing the text, getting it approved, publishing it in the internal system and waiting for the content management system to make it live on the site. If the same news should be published to Facebook, too, most of the time the same person opens the Facebook page as an admin and just posts content manually. It often works this way today, but it’s not an approach that scales. This is just where Facebook programming fits in. Beyond Posting

In recent installments of this column, I addressed the main topic of posting to a Facebook wall and the basics of building a Web site and a desktop application that can interact with the Facebook account of the user (you can see all my columns at bit.ly/hBNZA0). For an enterprise scenario where the target wall is the company’s fan page, the approach isn’t really different. All that changes is the account that receives posts.

So the first step toward Facebook programming is definitely finding a way to post content to specific walls in an automated way under the control of your software.

Over time, the content shared to the company’s fan page, which typically includes marketing communications, becomes a useful resource for the company. It becomes valuable information that the company might want to retrieve and further share or analyze. And this is another great fit for Facebook programming.

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