Image source: Wikimedia Commons
Facebook Workplace has introduced multi-company groups that allow users to include people from other organizations. The feature represents an important step in Facebook’s effort to become a business communications platform.
Multi-company groups let PR and marketing agencies share drafts, images and videos with clients who can review and approve content with a Like. Agencies can create multiple groups, one for each client or project. Marketers could host their influencers on the forums. The groups can also benefit businesses with suppliers, vendors and partners.
“This will be a game changer for advertising and marketing agencies who need an easier way to work with clients,” predicts Emma Wiltshire, community manager for Social Media Today. Businesses may abandon Facebook groups since Facebook Workplace groups offer more tools and resources for collaboration, Wiltshire says.
The new feature is part of Facebook’s effort to target enterprise users. It’s been gaining traction. About a year old, Facebook Workplace (first called Facebook at Work) has attracted more than 14,000 organizations.
Pros and Cons of Facebook Workplace
The platform includes live video streaming and an instant messaging tool. Because many users are already familiar with Facebook’s consumer interface, companies need less time for staff training. Facebook offers a free version that includes the full range of communication features such as live video streaming, voice and video calls and group chat, while its premium tier offers support and more functionality. However, Workplace faces stiff competition from a range of established players, including Jive, Microsoft’s Yammer and IBM Connections, as well as collaboration tools like Slack, Microsoft Teams and Atlassian Stride, points out Computer World.
It’s not clear how much the Facebook name will help establish the company in the corporate world. Some potential clients don’t trust Facebook with internal proprietary communication. Others cannot overcome its association with fun rather than work, even though it traded a blue background for a business-like grey.
Which Tool Should You Choose?
“The best corporate communication tools are the ones that work the best for your teams,” [his emphasis] writes Ben Renner, for the Employee Communications Council blog.
Evaluate all tools carefully before making a choice. Whichever software or platform you choose, get everyone on board and stick with the decision, he urges. People hate change, and will especially loathe having to learn a new system just to communicate with co-workers.
Bottom Line: Facebook Workplace offers a viable business communications tool worth consideration, especially now that multi-company groups functionality allows users to include people from other organizations. PR and marketing agencies may find that feature appealing. Organizations have many other technology options for internal and external communications worth considering.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
