Jascha Kaykas-Wolff explains Involver's New Social Markup Language SML



Jascha Kaykas-Wolff is the VP of Marketing at Involver, a company and platform that provides solutions for Facebook and social engagement. Involver recently announced the release of SML, a  programming language for the social web.

I asked Jascha a few questions and here's what he had to say.

1. What is SML?

Involver’s SML (Social Markup Language) is server side scripting language for front-end developers with knowledge of HTML, CSS, Javascript.  SML offers the ability to utilize Involver’s application gallery to design and quickly create fully customized social applications. Those applications are hosted on our infrastructure (the same that supported the launch of Facebook Stories and Facebook's Election Polling finder as examples) and can be deployed across social networks like Facebook and the open web. Once an application has been created and deployed, marketing teams can monitor their performance using Involver’s Audience Management Platform, which offers a full social marketing dashboard, powerful analytics, alerting, and multi-platform publishing tools.

2. Why should developers use SML?
It was designed by developers for developers with the objective to help them:

  • Do more:
They are able to create and deploy custom social marketing applications quickly reducing the cost of development and empowering the marketing team's to experiment more. SML has been tested by over 100,000 customers; scale will never be an issue for the apps they build.

  • Deliver more:
SML automatically instruments tracking into the code that is available to the marketing team via the Audience Management Platform's analytics interface. The connection of SML to the Involver Audience Management Platform helps developers give marketers the tools to manage the application's configuration, making their lives easier post deploy.
  • Be Creative:
SML Caches and resizes images, stores data, insulates developers from changes to social network APIs, and optimizes performance via Involver's infrastructure so Developers can focus on making great design come-to-life.



3. What about FBML?
As FBML is degraded from its use on fan pages; SML developed applications will be insulated from any changes.


4. What impact do you think Facebook will have on the web in 2011?
With amazing growth on and off facebook.com the continued prevalence of the Facebook identity will push the limits of what web developers have known to be possible. I expect to see much greater transparency across the web with regards to whom is actually interacting with each other and brands. I'm particularly interested in seeing how political/social activists, like those involved with the WikiLeaks DOS activities as an example, interact with the rise of actual identities being more common on the web. The social and political ramifications of the popularity of the Facebook profile/identity might be a true pivot point in the history of the internet. It's a very cool time to be working in the middle of this industry.

5. What is your take on Diaspora and the potential Google Me aka +1?
In my view critical mass is everything. I believe that Diaspora, +1 (or whatever Google Me will be called), will all push forward with similar user models to Facebook. Unless they serve a vastly different need (analogous to when Google indexing more content than Yahoo's directory could scale too helped them supplant the then internet giant) I don't expect them to materially impact Facebook's velocity. Don't get me wrong, i want to see innovation... I'm just not convinced it's going to come from the most likely sources.

6. Do you think we will ever see "tabs" like the ones on Facebook within Twitter?

I'm interested to see what continues to evolve on the 'right pane' within Twitter. I think it's a natural area to allow a brand to flex some of it's creative muscle. I also expect LinkedIn and other networks will follow-suit. It's a proven metaphor for a brand extension now and it's only logical to see more like minded offerings.

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