If CNET’s sources are correct, Facebook is preparing to release a comment platform in the coming weeks that’s capable of powering the comments on large online publications.
Last year we noted a significantly upgraded comments platform that Facebook was using on its own blog; however, the company has yet to push this out to other publishers. The site has also had a comments social plugin (found here) for a long-time now however there was never a robust moderation tool.
While Disqus, IntenseDebate and Echo may end up feeling threatened by the move, Facebook has a strong desire to have more control over integration points within publications. The most obvious reason is that an optimized commenting platform can help the company with acquiring new users. Publishers also benefit greatly with increased on site engagement, and the potential for increased distribution through the news feed.
Facebook has been beefing up iyd media outreach efforts lately and it appears as though the new comments platform will be a result of those efforts. While we aren’t sure who the launch partners will be for the new product will be, it’s clear that the social network is doing all it can to foster a strong relationship with big media.
For now we’ll have to wait and see what Facebook rolls out, but there’s no doubt that competitors will be on edge up until the release of the Facebook commenting platform.