So far, he sees websites who integrate “social” do either of these:

1. Social linking e.g. by using “Follow us on Facebook” buttons. Owyang: “Companies that link away, are sending away their decade of hard earned investments getting customers to come to their website.”
2. Social aggregation, the process of collecting content and trusted discussion from multiple social platforms, like Facebook, Twitter or blogs. Owyang sees three ways of doing so: Basic Feeds (e.g. “What people our saying about this topic”, unmoderated), Curated Aggregation (e.g. pulling in Twitter feeds to show how people are reacting to this content), and Contextual Aggregation (e.g. social sign-on with Facebook, Twitter or LinkedIn).
3. Social publishing: publishing all the information back out. Passive Sharing (allowing people to share or “like” whenever they feel like it), Active Sharing (encouraging people to share it by making it easy for them)
4. Social Context: really personalised information based on their online behaviour and preferences. Two kinds: social content (based upon their profile), and social and contextual content (based upon the people I know and trust, e.g. Amazon recommendations).
5. Seamless integration where you can’t tell the difference between the social web and the corporate website. Content will just assemble based on where you are.

Hear the full story in this recorded webinar:

Secrets of Engagement: Leverage Social to Unlock User Value on Your Site from Janrain on Vimeo.

Secrets of Engagement: Leverage Social to Unlock User Value on Your Site from Janrain on Vimeo.

Do you represent a real organisation, or are you an authorised representative of one? Then use this short checklist to set it up before you start promoting your Page with invites and Facebook Ads.

Profile Picture

☐ Create a Profile Picture of 180 pixels wide and between 180 and 540 pixels high.

☐ Check how the automatically generated 50×50 pixel Profile Picture thumbnail looks when you post on your Wall. If you don’t like it, Change Picture > Edit Thumbnail to drag the picture until you like the result.

Left-column Navigation

☐ Check if your Profile Picture’s height doesn’t obscure your Navigation’s visibility. If it does, make your Profile Picture less high.

☐ Prune your Navigation items by clicking “Edit” just below them. Hide (“x”) or move the items until you like the result. Only Wall and Info can’t be moved.

About Box

☐ Write a description of your brand, company or organisation in maximum 240 characters (of which the first 78 are shown) and publish it in the “About” section.

Likes — Page Favorites

☐ Let your Page can “Like” other Pages to have them show up in the Likes box. Facebook will randomly show 5 of them.

☐ Edit page > Featured > Edit featured likes to decide which “likes” to feature in the Likes box.

Photostrip

☐ Upload at least 5 Photos. The 5 most recent ones will form the Photo Strip on top of your Page.

☐ Upload and remove from the Strip until you like the result. Keep in mind that you can’t change the order of the pictures, but you can hide them from the strip one by one.

Wall (Custom Tabs)

☐ Edit page > Manage permissions > Default Landing Tab to design a custom “Welcome” tab to convert visitors of your Page into Fans

☐ For a quick start, use a hosted 520 pixels wide JPG file for your Welcome Tab. If you’re ready for it, replace it with a full blown iFrame app.