Facebook is getting ready to wave goodbye to Facebook Markup Language (March 11, 2011) and is preparing to utilize iFrames in order to allow for a richer user experience.
This is big news for marketers because iFrames now allows us to track a visitor, their source and their IP. So not only can we create dynamic pages using full Javascript and CSS but we can track who is going there, where they came from or what their location is and feed them specific content based on this information.
This shift will greatly expand the use of e-commerce which means users wont even have to leave Facebook to browse products and make purchases. Not only that but because of the enhanced tracking capabilities, companies can better grasp their ROI (Return On Investment) and conversions which may make even the most hesitant Marketing Executive reconsider his/her social media investment.
By embracing iFrames they are giving marketers and developers the opportunity to essentially port their already existing site directly to Facebook which makes for a more customized, immersive user experience.
