Facebook partners with publishers to update comments box

Facebook has updated its comments plugin that allows users to make comments on third party websites using their Facebook profiles, with IPC Media and the Economist among the first UK launch partners.

The new comment box plugin orders comments based on quality, with comments from friends or friends of friends displayed more prominently than those by unrelated people.

When a user leaves a comment on a launch partner site, a news feed story is published on Facebook alongside a link to where the comment originated. A Facebook Page administrator can also leave a comment under the Page’s identity, which will in turn be published on the Page’s wall.

Facebook says the new plugin makes commenting online more like having a real-world conversation because it leverages authentic identities.

Facebook adds: “The comments box makes it easy for people to quickly comment on blogs and websites and share those comments with friends back on Facebook, which can lead to increased referral traffic for the websites.”

In the UK, the new plugin is integrated into IPC’s Nuts.co.uk and HorseandHound.co.uk websites and is soon to go live on the Economist’s website.

IPC’s social media product manager Cathy Ma says: “Increasing on-site user engagement and improving social bridging between IPC Media’s websites and social sites such as Facebook is a crucial part of our ongoing strategy.”

A spokeswoman from the Economist says the new plugin will “further increase the online discussion that is such a core part of our website”.

Facebook says it now has 30 million active monthly users in the UK.

Internationally, comment box launch partners include: Real Madrid, the Daily Beast, MTV.de, TechCrunch and Photobucket.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here