You might have heard that Facebook has recently rolled out its “Business Manager” tool for marketers. So what? Well, actually this is a fundamental change with many downstream effects. Here I will go through the changes, why Facebook decided to make them (removing their marketing speak), and how this will affect future marketing campaigns.
What are the changes?
You can now manage multiple ads, apps, pages and campaigns all from one place using the new dashboard as well as giving multiple third parties access.
Why have Facebook made the changes?
These changes remove one of the major frustrations for many a Facebook marketer; if you have multiple brands and campaigns, you currently have to log into each page admin section separately and you can’t control, compare, contrast and optimise all campaigns you own at once.
More people can also now be involved, without the Facebook marketing administration being tied to their own personal Facebook accounts.
Having an advertising management platform for a private or public enterprise which can only be accessed via personal accounts is, in itself a security issue, and the new platform addresses this. It offers a more seamless and controlled way of managing advertising accounts, either by the owner or by approved third parties.
The flip side, of course is that this is good for Facebook’s bottom line. By removing some of the obstacles previously in place, and allowing far greater and more uninterrupted third party access to the advertising campaign platform, it effectively makes it a lot easier to spend money advertising with Facebook.
How will this affect marketing campaigns on Facebook?
The differences will benefit companies where Facebook campaigns are managed and monitored by multiple users across the enterprise and through third parties, such as marketing agencies.
This increased ease of managing and monitoring campaigns is expected, and this is surely Facebook’s objective, to drive adoption of Facebook ad campaigns for businesses. Marketing agencies managing large customer campaigns should see this as a significant growth opportunity, in the same way that Google PPC was.
Ultimately, through this change, Facebook is paving the way to become the most advanced advertising manager platform available and to putting itself ahead of Twitter and LinkedIn.
Is Facebook now moving away from its “Gen Y” roots?
You may not think that this question is related, but it is in fact relevant. Facebook is the social media network for “Gen Y” but it has developed/ is developing into a more grown-up organisation with a less egalitarian approach to platform improvements.
Facebook is now a company which does not own itself, and therefore its decisions are more sober, less radical, and ultimately aimed at revenue generation. The question therefore; is Facebook still catering to the needs of Gen Y, or is it now more of a toy for businesses to try and capitalise on its massive user stats?
Facebook would argue that it continues to attract and appeal to Gen Y users. Let’s not forget that Facebook also owns WhatsApp! and Instagram and that 1 billion people regularly use Facebook’s mobile version.
Interesting enough, early users have grown older since they first registered for Facebook. Gen Y now ranges from their early-20s to mid-30s and these people are now entering the management tier of the workforce. Whilst familiar with the ‘young’ aspects of Facebook, they are likely to be interested in using the platform for other things now, pushing Facebook to mature too.