Facebook is Rolling Out Product Tagging for Facebook Pages – Do You Have This?

screen-shot-2016-09-24-at-12-38-13-pmAs I was working on a client’s Facebook Page the other day I came across an interesting new feature that Facebook alerted me of in a little popup. It asked me if I wanted to tag any products in my post. Evidently, Facebook is slowly launching the ability to take products from a business’s product catalog and “tag” those products in page posts, linking back to the product on the website. Up until this point, the feature has only been available to advertisers.

As far as I can tell, the feature seems to be linked to the “product catalog” feature inside Facebook Business Manager. Businesses can upload, via a custom XML format, a product catalog to Facebook which in the past could be used to automatically populate Facebook ads with product data such as name, description, pricing, and more. This was the premise for Facebook Dynamic Product ads, which allowed advertisers to create simple ad templates for dynamically showing ads based on the latest products a person visited on the company’s website. Companies can place Facebook ad pixels on product pages which link, via product ID, products with the uploaded product database.

Once a business has a product catalog uploaded, Facebook will show a new icon below posts you make on the Facebook Page, allowing you to include product attachments or “tags” to your Facebook posts. If there are no other attachments to the post (like a link or image), the product or products show as a large box below the post, when clicked taking you to the product’s page on your website. If an attachment already exists, I haven’t tested, but I believe it still marks the product with a link back to its page on your website as being tagged in the post.


So what value does this have to Facebook Page owners? It is one additional way to add attention to products you want to sell through your Facebook Page – for instance, if you do a Howto on Facebook about how to do something with one of your products you can tag the product as well, encouraging fans to go buy the product. It gives a little more attention and reason to go and purchase.

What I’m most excited about though is the potential this has for e-commerce in Facebook’s future. For instance, Facebook is currently working on a “buy” button for Facebook Pages allowing you to sell products right inside Facebook as a page owner. This allows you to attach the product, with its embedded “buy” button, potentially allowing fans to purchase the product right inside Facebook without ever leaving their favorite social network.

This release is just one step closer to Facebook’s e-commerce rollout. This is one reason states like Utah and New Mexico who are being approached by Facebook to have hosting facilities in their states should seriously be considering allowing these hosting facilities despite any cost it has to them. It gives these states “Nexus”, allowing them to charge sales tax from buyers when Facebook does become an e-commerce site, as is about to happen.

It’s important to pay attention to these product releases – this is just one step towards Facebook’s quest to be the number one e-commerce site in the world. Do you have this feature? How will you use it?

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Jesse Stay has been a pioneer in the space of social media marketing since before it was called "social media marketing". Originally a software developer, Jesse built a tool called SocialToo.com which helped brands like Pepsi, Brittany Spears, and MC Hammer grow their social media presence, and before he knew it brands were coming to him for help to grow their presence in very unique ways. His tool was featured on almost every tech blog and even mainstream news sites like New York Times, Techcrunch, and Mashable. Jesse also spent a brief period working FOR Facebook, Inc., helping them to build out their documentation to help companies integrate Facebook Connect into their websites and mobile apps. Jesse took his skills and helped the LDS Church kick off most of its social media programs. While there he helped launch the award-winning "I'm a Mormon" marketing campaign with global reach worldwide in the millions of views and followers. Jesse established new global programs at the Church to further grow its reach amongst both members and non-members of the Church, working with every department of the Church, also including entities like the Mormon Tabernacle Choir and Brigham Young University. He also helped the Church navigate its voice and presence during the Mitt Romney Presidential campaign due to the significant attention the Church was getting at the time. He established the social media advertising techniques and strategies employed at Deseret Digital Media growing over 20 million fans across their news properties in just 6 months, and was featured on AdWeek for his success. As founder and Principal of Stay N Alive, Jesse has developed very unique techniques in social media advertising to help organizations grow presences, within months on minimal budgets, into hundreds of thousands of highly relevant and engaging fans and followers. He designed and teaches social media advertising at LDS Business College. He has helped grow sales, and has a belief that yes, you CAN measure social! Jesse has been featured as one of 10 entrepreneurs to follow on Twitter (next to Biz Stone and Ev Williams, founders of Twitter) by Entrepreneur magazine. Jesse has written 9 books on the topic of social media marketing and development, including Google+ Marketing For Dummies and Facebook All In One For Dummies, and eats, lives, and drinks social media with a personal combined presence of over 600,000 followers on his personal social profiles.

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