Facebook Is ‘Work’? ‘Yes,’ Says Facebook
The trope is, Facebook is for family and friends, LinkedIn is for colleagues and Twitter is for acquaintances. No more. On Wednesday, Facebook flipped the script. Facebook is launching an app called "Work," which is sure to make Yammer unhappy.
"The company is launching new iOS and Android apps simply called 'Work,' " reports TechCruch regarding the launch of Facebook's pilot, "along with a version of Facebook at Work accessible via its main website, which will let businesses create their own social networks amongst their employees that are built to look and act like Facebook itself."
While this news may excite B-to-B marketers, Facebook - known for its ads in the consumer space - hasn't yet said if it will include marketing options in "Work"—but it likely will, according to TechCrunch. Writer Ingrid Lunden hypothesizes that Facebook may offer paid, ad-free options similar to current enterprise social networking platforms, plus a free, ad-filled version.
In the meantime, Re/code reports on Tuesday, LinkedIn is developing its own app "for employers and employees to use the service together."
TechCrunch predicts Facebook's product will compete with more than Yammer—Slack, Convo and Socialcast will be looking over their virtual shoulders at the newcomer in the enterprise social networking space. Yammer's response to Target Marketing's request for comment on Wednesday was: "Microsoft has no comment about today's Facebook for Work news."
Facebook's app would allow employees to chat with each other, share news, plan meetings and share documents, according to TechCrunch. Facebook employees have been using it for a decade and when Facebook Chairman and CEO Mark Zuckerberg "makes an announcement, he just posts it on Facebook at Work," says Lars Rasmussen, the engineering director at Facebook who is heading up the project, to Lunden.
How may marketers benefit from this app, once it's launched?