Financial Times to launch on Facebook at Work for greater collaboration

Financial Times to launch on Facebook at Work for greater collaboration

Financial Times to launch on Facebook at Work for greater collaboration

1 comment 📅14 April 2015, 02:45


Financial Times to launch on Facebook at Work for greater collaboration

While the majority of discussion on Facebook in the media of late has been around the introduction of emojis, the social giant is gaining key clients for its enterprise-focused Facebook at Work program.

Alongside the likes of Heineken, Royal Bank of Scotland (RBS) and BrightTALK, the Financial Times (FT) has today announced it is working with Facebook to offer Facebook at Work to its global employee base. Having already collaborated as a beta partner for Facebook at Work, FT workers will now be able to create internal groups and events, discuss company announcements, as well as message and follow other employees.

“We wanted to choose a platform that best addresses our needs and Facebook at Work enables global collaboration across different time zones and languages for business critical matters,” an FT spokesperson said. “As people are already familiar with Facebook, using Facebook at Work reduces the need for additional training.”

This already honed user experience, as well as forging client wins of the size of RBS and others, is key to establishing Facebook’s relative success, according to Nick McQuire, VP enterprise at analyst house CCS Insight. “This should have been LinkedIn’s opportunity 12 or 18 months ago, because they had a B2B brand, they’d understood the space and business requirements,” he explained.

“The banks, and the FMCG companies, they all market and interact and engage their customers with Facebook because their customers use Facebook,” McQuire added. “I think part of that growth in consumer experience through Facebook, and particularly mobile Facebook, has in my opinion probably swayed a lot of the decision making.”

The FT had reviewed “numerous” communication platforms to replace its old intranet, and found Facebook at Work “hands down beat the competition in terms of providing something, mobile, employee driven and user friendly.” The publisher had also initially rolled out the service to 100 test users, or ‘Facebook champions’ before taking the plunge. “Doing this allowed us to add critical content to our community ahead of launch to enable a more authentic experience for employees on launch day,” a spokesperson added. “It also helped us identify needs and pressure points that we may not have discovered had we launched globally without a testing process.”

Back in 2014, when reports of an enterprise-grade Facebook service were emerging, critical opinion was mixed. Some argued Facebook could take away market share from LinkedIn, while others had concerns over the social firm’s ability to produce a service for the enterprise. McQuire argues Facebook has done a good job thus far in solving backend concerns over data security and encryption, and cites the RBS deal, back in October, as key in terms of explaining to the market the steps they had taken.

“Facebook at Work’s mission is simple: to enable secure global collaboration across different time zones and languages for business critical matters, and to create a more productive workplace,” said Julien Codorniou, Facebook director of global platform partnerships in a statement. “We’re excited the FT is using Facebook at Work to facilitate real-time communication, which is so essential to news organisations.”

1 Comment

  1. 
picastina
    20 April 2015, 02:45 picastina

    droid 2 global owner here – in settings/update it’s telling me no updates are available. i guess even manual it’s coming in waves? anyone else having problems?

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