The new Send button pops up a small email blank with a drop-down address bar that automatically suggests folks you’ve recently communicated with on Facebook. You can override this by typing in a name, an email address or a Facebook group name.
This is actually a very nice feature. I often see things that I’d like to forward to a select group and not everyone who follows me. The downside is, it doesn’t work with Lists, only Groups. For example, I saw a great daily deal today that I would have shared with my mommy blogging friends, but in order to reach all the people on my “mommy blogger” list, I had to select them one by one. Not good.
It is good for those who have Groups for family or clubs and this button might actually encourage people to create more groups, something I’ve never considered doing before. I could make a group for just my siblings, then use the Send button on 1800flowers.com to discuss all of us going in on one bouquet come Mother’s Day.
As a marketer, I’d take this one step further and use that Send button for some suggestive selling. Offer a discount to anyone who creates a group that works for your product, be it a lunch club, hiking club or just a club for deal lovers. Once they have the club made, they’ll be more likely to share via that Send button when they visit your site.
Facebook will be providing Insights on the Send button in the near future so you’ll be able to see if it’s working for you.
To get the code, visit the Facebook Developers page.