Application Programming Interfaces (APIs) are shaping the future of the internet. Basically, an API is a combination of tools a service provider offers to third party developers who are looking to integrate functionality of the current service into their own website. I hope this doesn’t sound gibberish to you, but if it does, let’s take an example:
Facebook has an API which allows third party developers to use Facebook features and data on their own websites and mobile applications. The most prominent example is the “Sign-in with Facebook” button, that you see on many websites out there. Same applies for other providers, such as Google and Yahoo, featured in the screenshot below.
Once a website has grabbed your Facebook, Google or Yahoo data, it will use this data in order to authenticate you, instead of requiring you to type a username and password every time you need to access the website.
How can your business leverage API in its marketing efforts?
By automating all the recurring tasks that you work on, and using data offered by third party API providers, you’ll have endless possibilities in front of you. For example, instead of hiring an individual to post updates to every social media account you own, you could use a service such as sendible to help you automate your posts for the next year in a few hours. Saves a little time, eh? 🙂
One of my latest projects, PitchBrite, makes extensive use of the LinkedIn and Facebook API in order to connect entrepreneurs with potential venture capital investors.