The disappearing Facebook frame
Update More in response to a post by Martin Belam, the Guardian app’s designer.
Matthew Ingram at GigaOM misleadingly reports that the Guardian is to kill its ‘social reader’ functionality. This is only partly true – the Guardian is reverting to serving content directly from its own domain, rather than in an
iframe on Facebook.
Hardly surprising – the reader experience was frustrating – but this isn’t actually about killing the social functionality, just a publisher realising that it continues to get the benefits of Facebook’s ‘frictionless sharing’ functionality without needing to irritate people who click on shared links.
It’s surprising that Facebook advocated this approach to start with – the better Timeline integrations are instigated and interacted with outside of the Facebook domain, whether in the publishing of personal activity like Nike+, or media consumption activity like that published by the likes of Spotify, and, of course, newspapers such as the Guardian.
via Johnny Bennett.