Social marketing platform Extole has released a number of new products to integrate Open Graph publishing features and expand its analytics offering.

Extole has enabled Open Graph sharing for its “Social Referrers” and “Social Promotions” apps to amplify the word of mouth associated with consumers taking action in branded apps. For example, when users collect a coupon or enter a sweepstakes, that activity is posted to Timeline, Ticker and News Feed.

With Extole’s new “Social Expressions” product, companies can create their own custom Open Graph actions to be used on their website or other properties. Online wine marketplace TastingRoom.com uses Social Expressions to allow visitors to share that they claimed a coupon from the site. Other actions retailers or brands might want to turn into Open Graph actions include “recommend,” “add to wishlist,” “try,” “want” or “buy.” Of course, companies can do this without Extole’s platform, but for those that are less experienced with Facebook app development, working with a Facebook Preferred Marketing Developer like Extole can be beneficial.

The company has also expanded its analytics tools to include a dashboard to help measure earned media from their marketing apps. Among other metrics, Extole customers will be able to track advocates, shares, clicks and conversions.