New “Send” Button on Facebook

Wildfire Applications, one of my favorite application suppliers on Facebook has the first information out on this NEW Send Button on Facebook! This might just be a marketers dream come true! What’s better than selectively sending out information.

The Send button is a social plugin that websites can use to let people send a link to a friend through Facebook Messages, post it to a Group, or email it to an individual. For example, if you see a Mother’s Day gift idea on, you can now send a message or email to your family members to discuss. Or say you’re training for a marathon and you come across a great article about running shoes on The Huffington Post. Now you can share it with your entire running group in just one click.

How can Brands Use the “Send” Button?

We think that social media marketers will find the “Send” button a promising addition to the sharing functionalities of your brand website. Since visitors will now be able to target their sharing activity to specific people, instead of worrying about blasting their entire Facebook friends list each time they want to “Like” something on your site.

For our Wildfire social media software customers, we think this can be an especially handy function for promotions, deals, discounts, and sales that are run.  For example, if you’re running a group giveaway sweepstakes, where a group of 5 friends can enter to win an all-expenses-paid Spring Break getaway, the “Send” button can serve as a quick and easy way for visitors to invite the specific group of friends they need to rally to register to your promotion without worrying about attracting too much competition to the promotion if they posted it publicly to their newsfeed. The “Send” button also allows for greater targeting for the user. Where before the user may not have considered “Liking” a quiz about engagement rings from a jeweler’s website for fear of the impression it would create on her public newsfeed, she will be more likely to “Send” the amusing quiz to her close group of girlfriends instead.

Another important detail, from a Mashable post, is that the “Send” counts toward the total number of Likes a page has. The Like total is now calculated by adding the number of Likes, shares, comments and inbox messages containing a URL.

How will Wildfire integrate the new “Send” button?

Wildfire will be integrating the new “Send” button as a standard sharing feature in promotions powered by our platform. Then, users entering your sweepstakes, contests, group deals (and all our apps) will be able to share these promotions easily with their friends, with one click of the “Send” button without leaving your brand’s promotion page.

Facebook is launching the “Send” button on 50 sites today, and promises to provide an easy way to share with small groups of people, giving marketers and business owners a new way to generate engagement and drive traffic to their websites.


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