Engagement

Creating an environment that attracts users and keeps them is one hell of a task, and continuously engaging your users is not small feat. You have to create a culture of sharing, collaboration, and reciprocation that makes the user want to participate in what you developed, and pull in others in to the fun.

Social engagement needs to involve actions that builds on a users social connections, and something that will appeal to a circle of friends. The hook is the quick and easy action that is viral and has high visibility to social graph. The line is the engaging actions that bring in your social connections and continues to connect them. And the sinker is community that brings more people together one way or another.

Communicate

Communication, communication, communication is to social media what location, location, location is to business. Communication with your users is one of the most important aspects of social media. What do I mean by communication? Meaningful dialog with your users through blog post commentary, forums and discussion boards, Twitter and support channels.

Communication has to be a two way street, where you can personally talk to your users. Now you might be tempted to talk about your product, how people use it, and give them tips and tricks on how to utilize it better. Thats a great start, but the key is to find out what your users want to talk about and not what you want to talk about. This is where you have to get more personal with your users and learn from them. And here is the segway to the next point …

Learn

Learning from your users is the only way to iteratively develop and enhance your product and user experience. Users can be very vocal about what they want and what they like, but you need to build a dialog of trust that brings out the constructive criticism to you. It’s important to be able to track feedback, themes in constructive criticism and be able to prioritize and respond appropriately.

What you will learn is that they way your application is used, can be very different from what you intended it to be. Learning and understanding how your users are thinking differently about what you’ve built will get you farther in finding news was to engage than any other way.

How do you continually engage with your users, and what tools do you utilize to learn form your users?

Well first off, it all depends on what the purpose of the application is, and who is the intended audience. You might be developing a game that is based on a user’s friends for engagement, or you just need to delegate the authentication system to ease registration. There are many reasons to develop within, or break out of the box, so lets look at the pros and cons, and some of the reasons you might do it either way.

Within Facebook: iFrame/FBML

Facebook has over 300 million users. It is a great source of users, who visit more than once a day and spend good amount of their internet surfing time on the social network. Most applications built within Facebook look to take a slice of that time, by further enhancing the social experience. Multiplayer games, sharing and collaborative applications are great examples.These applications tend to be short attention span applications, with very simple interfaces and involve quick actions a user can do in between browsing their friend shared lives.

Facebook also gives you direct access to its user base, through many of the hooks it has created in its platform. This is great for viral growth through notifications, status updates, news feed posts and invitations. Its very easy to get the word out to the rest of your users friends from within.

When it comes to FBML/FBJS (Facebook’s own markup language and javascript) or developing in an iFrame, I definitely prefer iFrames. Facebooks development language, though it makes for more of an immersive user experience, is slow and very limited. iFrames give you the flexibility to use any javascript framework you desire, and the speed of your code optimized on your server.

Breaking outside the box: Using Facebook Connect

Sometimes, the Facebook user base isn’t what your looking for. If you have  a very feature rich application, then it may be best to be a standalone application. Your users will be away from the distractions of Facebook notifications, email and chat, and can take the time to soak in your app. With Facebook Connect, you can allow your users to register easily with their Facebook credentials, and import all the contacts and information, but without the Facebook chrome and distractions.

Other than Facebook connect, there are many API based social networks and authentications systems available these days, each with its own niche features and following. Sometimes you want to be able to appeal to the broadest set of users, by making your social application integrated to more than one. Facebook for its social connections, Twitter for its status updates, LinkedIn for its professional contacts, and maybe Four Square for location based services. In this case, it would be best if your social application was outside of the eco-system and free to explore all avenues it needs.

Personal experience

In my personal experience, I tend to see Facebook as a place to develop small , fun and easy to user, viral applications that will grow like wild fire, but will have a short life span. When I set out to try and build a feature rich application, with unique niche features that need many integration points to other web API services, I try and build outside of Facebook but still leveraging it with Facebook Connect. Giving my users the flexibility with multiple authentications systems, and multiple social sharing avenues.

How do you set out to develop your next social based web application? Any suggestions on how to leverage the millions of users on all the social networks with API’s?