Facebook has launched Studio Edge, an online tool aimed at educating agencies on Facebook’s pages, ads and technology.
Facebook previewed Studio Edge with select Canadian agencies including Mindshare. Armin Huska, digital managing director of Mindshare Canada visited the Facebook Canada office to learn about the program.
“I believe a training and recognition program was long overdue,’ Huska said. “They have finally listened to the agency partners. They’ve given us access to everything.”
Huska said the short, interactive teaching modules are valuable for his staff. Studio Edge will launch with 10 modules focusing on engagement and retention, advertising options and metrics.
These web resources are designed to complement Facebook’s staff of ‘client partners’ who communicate directly with agencies, according to Jennifer Kattula, head of global industry marketing at Facebook.
“We’re not resourced to work with every single person,” Kattula said. “Facebook Studio is there as a resource. They can go there for product updates, information and guides.”
Facebook has been trying to improve its relationship with agencies since launching Facebook Studio in April 2011. The company initially announced Studio Edge at the Cannes Lions International Festival of Creativity in June, along with a “Creative Council” of industry heavyweights who advise Facebook.
Kattula said Facebook wants to maintain a close relationship with agencies and brands. “They’re our partners,” she said. “We believe brands are first-class citizens in the social graph. They belong there. People are inviting them into their lives.”
Les Tapolczai, director of marketing and planning at Henderson Bas Kohn, said he’s seen an improvement in Facebook’s communication with his agency over the past year. Facebook now makes a greater effort to alert the agency of API changes in advance and responds more quickly to questions.
Tapolczai said he’d like to see account and project managers at his agency complete Studio Edge modules, as well as the technology and media teams. “It’s definitely of interest,” he said. “With Facebook, things change a lot. There’s a lot of knowledge that needs to be acquired.”
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In the future, Mindshare’s Huska said he wants to see more modules focusing on research and analytics. “They have a lot of data we can tap into.”
Studio Edge is currently open to agencies owned by WPP, Aegis, IPG, Publicis and Omnicom, though Kattula said independent agencies will be granted access by request.
The company eventually plans to offer the tool to additional users in the marketing space such as brand marketers and small businesses.
