The new tool, which the social networking site has been rolling out over the last month, lets marketers hold multiple campaigns via one interface.
Facebook also claims that Business Manager is a nice way for agencies and clients to share campaign materials. The tool also lets users add and delete ad accounts linked to a company and revoke permissions to people who are in charge of operating the accounts.
Business Manager is designed to provide workflows that simplifies the process of separating personal and business experiences on the social network. People can use their Facebook Login to access ad accounts and Pages without having to be friends with other people to gain access.
Given that such possibilities had only previously been available to Facebook’s Preferred Marketing Developers, some experts suggested the move might be a power grab by the company.
“The problem was that before, marketing team members at agencies and big companies were worried about mixing their personal and professional presences on Facebook, so they’d create a fake shared account to use for ad and Page management,” Tech Crunch writes.
“But these fake accounts are against Facebook’s terms of service, require users to remember extra sets of login credentials, hamper security since they’re not tied to one person, and their pseudonyms make it confusing to give the right people permission to post or buy ads. Business Manager smooths this out,” the blog added.
Amit Lavi, co-CEO of social marketing firm Marketing Envy explains that Business Manager could make it so: “1. You no longer need to friend a user in order to give him management access to your page 2. You don’t need to know the email associated with a person’s Facebook account in order to give the access to your ad account 3. Large advertisers can switch funds between accounts independently without waiting for their FB rep thanks to centralized payment methods.”
But Lavi says that the tool could pull business away from Facebook’s partners, “My experience from both working at Facebook and with agencies is that account management, permissions and finance are the biggest hassle and consume a significant amount of time that should be dedicated to the core business of managing campaigns for clients. Facebook’s PMD partners are not going to be happy with this product as Facebook continues to copy successful third-party features for its own platform.”
Meanwhile, Facebook said that Business Manager wasn’t secret but instead unannounced. “We’ve started rolling out this tool – and continue to roll it out – with businesses, agencies and PMDs,” a spokesperson says. “We’re also working on API availability so that PMDs can build it into their tools and interfaces, as well as build their own proprietary tools and interfaces on top of it – just like they do with our ads API.”