Thismoment gave us a sneak peek into one of the main features that will be included in a future release of its Distributed Engagement Channel platform, which rolls out in beta today. The company offers marketers a way to manage their brand across multiple social media sites, and some time down the road they’ll be able to exploit Open Graph – the Facebook API that allows developers to integrate their sites and apps with the network.

The said version of DEC will include an Open Graph publishing tool that will simplify its usage, Thismoment says. It will do so by giving advertisers access to objects and actions that they can associate with campaigns, creating “stories” that will be distributed via Facebook’s Open Graph apps – Timeline, Ticker, and News Fee. Thismoment’s main objective is to make things easier for non-technical users, minimizing the amount of time and skill needed to roll out a truly engaging campaign on Facebook.  These actions and objects will be baked into Thismoment packages, extending a “plug-n-play” approach to more engaging campaigns.

Ankarino Lara, Thismoment’s founder and chief product manager, gave his take about the future update in a statement.

“With one billion pieces of content shared on Facebook via Open Graph daily, we see enormous potential in Facebook’s Open Graph to reach existing and new customers with engaging stories that leverage word of mouth rather than one-way brand-to-user communication. Our new integration with Open Graph removes the current technical barriers that marketers face in leveraging this powerful new tool to enable more effective, efficient, and measurable brand initiatives.”

Thismoment is seeking a more powerful way to engage users by leveraging the existing tools and distributions on Facebook, creating a common “language” for activity data to navigate users’ streams, Timelines and feeds.  For brands, this common “language” translates into metrics for apps and broader campaigns, offering a higher level of granular insight that brands can use to improve their efforts and targeting methods.

What Thismoment is really creating a common language around is objects and actions, taking advantage of the fact that Facebook’s Open Graph, updated last year, now lets you “do” any verb to any noun.  That is, you can do more than just “like” something–you can listen to a song, read a book, watch a movie and eat food at a restaurant.  These actions indicate a much more specific level of consumer intent and behavior, which allows Thismoment to dig a little deeper with its platform.

That presents analytics as a key driver for Thismoment’s updated DEC platform, on a social network that has been tirelessly trying to connect the dots between you, your friends and your favorite brands.  Sometimes that means filling in the gaps Facebook’s been unable to address, as they continue to struggle to balance their deep knowledge of their users with a monetization strategy.

Jonathan Eccles, Thismoment’s social integration product manager, sees Sponsored Stories as the missing link.  “You really have to find a nice middle ground where the way you’re monetizing is still providing value to brands and users,” Eccles says.   “I think Sponsored Stories are to social what Google Search Ads were to search.”

Thismoment is doing pretty well for itself these days. In June the company raised $22 million in a third round of funding led by Trident Capital. That’s a big boost that the company will take advantage of by expanding its presence in the U.S. and Europe, as well Asia and Latin America.

Contributors: Maria Deutscher