Involver Releases Programming Language for Rapid Facebook App Development
Social marketing platform 
SML puts the power of Facebook and social web application creation in the hands of front-end HTML, CSS and Javascript developers at brands and agencies. The language is meant to speed up the application development process, allow content managers to make updates to apps without developer assistance and help brands and agencies do more, faster.
SML is a server side rendered language, similar to templating languages, that brings content pulled from third-party APIs into the forefront, says Engineering Director Eran Cedar. SML, as a hosted language, also serves as an insulation mechanism for brands and agencies against changes made to the Facebook platform, he says.
The language — already used internally to build apps like Facebook’s polling place locator — was initially created after Involver noticed that brands wanted increasingly more control over the design and function of their Facebook applications.
Today’s client-facing release of SML has been more than a year in the making for the growing startup and represents a fundamental change to its business, according to CEO and co-founder Rahim Fazal. It’s a feature the company believes helps to further differentiate itself from companies, like Buddy Media, also in the Facebook marketing space. Plus, while more than 125,000 public Facebook Pages already use Involver applications, the release of SML will likely help that number increase exponentially.
Involver will update its pricing and packaging model with the release of SML. Clients who pay for an annual license will receive access to the language.
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