Oracle Social Spotlight

Facebook Business Manager: THE Answer for Brands?

March 25, 2014 By: Amy Sorrells

social businessSo you’ve got a lot of Facebook Pages to manage but you still haven’t employed a social relationship management platform to handle them, as well as your other social media channels. If that’s your situation, the recent revelation Facebook is developing something called the Facebook Business Manager might have struck your interest.

It will only hold your interest, however, if you are a relatively small brand, and are social marketing only on Facebook.

What Facebook is doing with Business Manager is the best it can do, try to help brands and agencies cope with multiple Pages and ad accounts. From Facebook’s own description: management can happen in one place, ad accounts are easier to set up and manage, account permissions are easier and clearer, and you don’t have to friend someone or have their Facebook login email to give them access to accounts (which should help cut down on the building of fake profiles for business Page management).

What does this mean for brand social marketers and agencies? Well it means Facebook sees what third party developers have been doing, and they like it. They think it makes total sense. And while Business Manager is meant to help big brands and agencies, the question arises, what big brand or agency only markets on Facebook?

If anything, this underscores how indispensable a social relationship management platform that offers deeper functionalities and aggregation across multiple social channels is.

  • Aggregated analytics across all your properties.
  • Tools like Oracle Social’s “Engage” that let you triage, assign, and process all incoming engagement across social networks.
  • Publishing and scheduling via a powerful workflow system across multiple social networks.
  • Additional security features
  • Industry-leading listening capability across the Internet at large

This is modern, enterprise level social marketing. And to their credit, Facebook is not insinuating this is the end of Preferred Marketing Developers, saying, "We're also working on API availability so PMDs can build it into their tools and interfaces, as well as build their own proprietary tools and interfaces on top of it - just like they do with our ads API." They know big players need advanced features and an integrated social marketing picture that doesn’t end with Facebook.

Obviously, we’ll learn more as Facebook Business Manager rolls out to more users and continues its development. But the reality of our social multi-channel world will hopefully inspire you to look more closely into the comprehensive platforms that truly set you up for not just modern marketing, but the socially enabled enterprise.

Photo: Zlyoga, stock.xchng

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