Facebook Studio - Building Relationships With Digital Marketing Agencies

In May 2011, Facebook launched 'Facebook Studio', its first effort in the direction of developing more meaningful relationships with digital marketing agencies and advertisers. This community for marketers is designed to exhibit various experiences that can be created through the social networking website. According to various digital marketing analysts, Facebook Studio seems to be a nice way of bridging the divide that usually exists between media and the publisher. It also gives creative agencies and social content developers a chance to showcase their most creative work in an environment, which is officially sanctioned by Facebook.

We have to wait and watch, for a true measure of the relationship Facebook shares with digital marketing agencies. Over the past ten years, digital marketing specialists have witnessed numerous attempts by advertising platforms to build connections with individual digital marketing agencies, through their agency councils. Such council- agency relationships usually have a stated mission of making the working partnership better, to offer enhanced opportunities.

These opportunities include helping digital marketing agencies and their clients do various things, such as:

. Incorporate feedback.

. List their demands for new innovations.

. Help build new models for generating revenue.

. Improve current advertising products.

Well, this is just the 'stated goal' of such councils, the reality being quite different. In truth, such councils function in a bi-partisan way. This is because almost every council is driven by the sales department of the advertising platform, with the product engineering department only playing a small role. All online advertising platforms, whether Microsoft, Google or Facebook, are ultimately run by the engineering geniuses working there, who are responsible for developing new innovations.

In most cases, inputs by these engineering professionals are only included randomly. Sometimes, these engineers may hold the sales team and its agency in such contempt, that any hints of working together often result in scorn and terse comments. The sales team is usually left to do everything themselves, which usually results in their council-agency partnership becoming little more than a glorified sales gimmick, with no power to change the products or services being providing by the digital marketing platform.

Facebook's first effort seems fine. It just remains to be seen whether 'Facebook Studio' actually empowers product engineering, or becomes just another sales tactic to improve their digital marketing prospects.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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