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Issue: 59 - Nov 15, 2013
Scooping Up Facebook Content
By: Joe Dysart
Joe Dysart

Marketers are jazzed about a new feature from Facebook, which allows any veterinarian to scoop up flattering content about its practice from public posts on Facebook, and then repost it virtually anywhere on the Web – including Web sites, blogs and other social networks.

Dubbed Facebook ‘embedded posts,’ the new capability is being eyed by veterinarians as an easy way to quickly collect a number of glowing testimonials about their businesses, and then repost that content in as many other Web environments and social networks as possible.

Embedded posts “make it possible for people to bring the most compelling, timely public posts from Facebook to the rest of the Web,” says Dave Capra, a software engineer at Facebook.

The new feature will also enable veterinary marketers to scoop up and repost positive reports about their businesses that appear on the Facebook pages of major news organizations like CNN, The New York Times – as well as in online versions of local magazines and newspapers.

Each embedded post a veterinarian uses retains the look-and-feel of Facebook, which many marketers believe will imbue added credibility to any testimonial, since the embed will most likely be seen as a spontaneous endorsement from the original poster – rather than a coaxed shill.

Plus, embedded posts also include any images and video that were featured in the original post -- a boon to veterinarians who are looking to spice up their Web sites with free multimedia.

All that newly available public content on Facebook is also expected to show up on veterinarians’ blogs.  Instead of searching for a stock photo or video to support a practice’s blog topic, for example, a veterinarian can instead make a quick stop at Facebook, scoop up an appropriate image or video, and then embed that content on the company blog with just a few mouse-clicks.

The new capability will also make it easier for veterinarians to update their Web sites every day without paying stiff fees to Web designers.  Essentially, a veterinarian can initially post new marketing content –or any other content – to the company Facebook page, then scoop it as an embedded post for use on the practice Web site, blog and anywhere else on the Web the practice has a presence.

Veterinarian bloggers will also be able to scoop up any public content their business posts about itself on its Facebook page, including especially riveting text, images or video that a company creates as part of a publicity campaign for a new product or service.

In practice, scooping up an embedded post is as easy as looking for Facebook post that features a globe icon in the top right corner – indicating that the post is public – and then clicking on it.  A line of code appears, which is then cut-and-pasted to a Web site, blog or similar location.

While the technique is familiar to anyone who has designed the most basic of Web sites, newbies can still get in on the act.  Essentially, they can copy the code for as many embedded posts as they’d like, then email that code to their Web designer for placement on their Web site, blog or elsewhere.

Of course, as soon as you start embedding snippets of Facebook on your Web properties, you’ll have to expect that a good deal of Facebook is going to come with it.

Every embedded post you place on your veterinary Web site, for example, also offers access to all the other comments, likes and shares that are associated with that post.  (You can access all this information by clicking a ‘See More’ link that’s included in every embedded post you place on your Web site.) 

So before embedding a friendly testimonial about your veterinary practice from Facebook, you’ll want to double-check to ensure there are no negative comments about your practice that are associated with the post.

Embedding Facebook posts on your Web properties also means you’ll be offering your audience the ability to post Facebook likes and comments from your Web site, and share the content of your embedded post with others on Facebook.

Plus, people will be able to ‘Follow’ the person who’s post you embedded on your Web site, and receive new posts from that original creator in their Facebook newstream.

One concern:  While Facebook embeds are currently ad-free, many worry that Facebook may soon run advertising wherever it’s embedded posts appear.  That would mean Facebook could run advertising on your Web site if you embed a post from Facebook there.

“It’s not out of the question to imagine that a video embedded post on your Web page could also show Facebook’s 15-second ads,” says Christopher S. Penn, vice president, marketing strategy, Shift Communications (, a press relations agency. “The 15-second ad format is obviously targeted for running on Instagram properties (Instagram is owned by Facebook), but it could just as easily run on Facebook’s properties as well.”

Also, while many Facebook posts are public – and embeddable – the majority of its posts still remain private.   Currently, 72% of all Facebook posts are set to private, according to a June 2012 study by Consumer Reports ( 

With the move to offer embedded content, Facebook joins a number of other social networks that also make it very easy to share and embed their content across the Web, including Twitter, Instagram, YouTube, and Quora.

More detail on how to scoop up embedded posts from Facebook and those other social networks is available at the following links:

*Storify, a universal tool for embedding content found on the Web:  (

*Soundcloud, a universal tool for embedding audio captured on your smartphone on many social networks: (


Joe Dysart is an Internet speaker and business consultant based in Manhattan. 

Voice: (646) 233-4089





IMAGE:  Bo Hee Kim is product manager for Storify, an online, universal tool for embedding content scooped up from the Web.