Five Lessons For Creating Successful Facebook Apps

In the last couple of weeks, I've learned that developing applications for Facebook is very different then developing for any of the other platforms. There are certain things that are inherently a part of Facebook's "DNA" that, when leveraged properly, can be be the determining factor between success and failure. 

Here are my top five things to remember when developing applications for Facebook:

MAKE SHARING THE HEART OF THE APPLICATION.  Go beyond merely encouraging users to share the app with their friends. Instead, make "sharing" and "gifting" the central core to the application itself.  Build sharing into the DNA of the app and make sure that it is a requirement during the ideation process.

DON'T FORGET TO TAKE ADVANTAGE OF ALL THE DATA THAT FACEBOOK COLLECTS FROM USERS.  For a marketer, the cool thing about Facebook is that you can tap into all of the information that Facebook collects from users in their profiles.  The best apps are those that fully leverage user data so that the app delivers customized and relevant content.

KEEP THE ENGAGEMENT WITH EACH USER OPEN-ENDED AND ONGOING.  There shouldn't be an"end" to the app. The best applications on Facebook are those that are dynamic and constantly changing and evolving based not just on your interactions with it, but also those of your friends and connections.  Challenges work extremely well on Facebook because they keep the application dynamic and constantly evolving.

RESIST OVER-BRANDING. Success on Facebook can only come if people want you on their profile page.  Remember that you are a guest and a visitor.  Unlike a banner ad, the user can kick you off any time they like.  Create apps that fit into a users profile page as if it's natural to be there.  If you act like you are trying to "invade" the page, you are doomed for failure.

KEEP THE TONALITY PERSONAL AND RELEVANT. Because Facebook profiles are only visable to those who the user wants to share their information with, communication on Facebook is extremely intimate and personal.  The best apps are those that connect with the user on a personal level.  Keep the tonality personal, relevant, and low-key. 

Comments

[Ian]

Marc - can you give examples of Facebook apps you find particularly effective at doing what you prescribe in your post?

[Marc Schiller]

Sure - I should have put this into my post. Right now the apps that impress me the most are Hotlist, all of the "gifting" apps, TV Quotes, and Subway Status.