Do's
1. Treat your Facebook App as a unique channel, focus on the user experience and look at what will add value to your users.
2. Leverage the technology and the specific strengths of the platform don't fall into the trap of replicating something that already exists on the website
3. Look beyond your sector for inspiration and take the learning where appropriate (Fast fashion brands have a well established social presence and are often leading the way).
4. Iterate and test new functionality. Facebook is constantly evolving so you should adopt an agile approach to enable quick testing and development.
5. Dedicate a permanent resource to the project to safeguard the user experience and develop future functionality.
6. Think about promotional marketing activity to drive uptake of the app. Seeding with bloggers, including it in your ATL marketing activity and developing acquisition initiatives are imperative to spread the word and gain users.
Don'ts
1. Don't create a vanity App, think about your objectives before jumping into App development.
2. Don't launch your app and leave it for a year before reviewing the functionality. Functionality can change quickly within FB so be prepared to evolve your app over time.
(eyefortravel, January 2012)
