Facebook Extends Brand Collabs Manager Tool to Public Groups

Brands can connect with admins of relevant communities

Facebook built a set of tools for group admins to create branded content Facebook

Facebook revealed during its Facebook Communities Summit Thursday that public groups will be added to its Brand Collabs Manager branded content tool, and it introduced the Facebook Certified Community Manager Program.

The social network described Brand Collabs Manager as a marketplace that connects brands wishing to promote their products or services with creators, and Facebook said in a blog post Thursday that brands will now be able to connect with administrators of relevant groups via the tool to help drive engagement, while those admins will have the opportunity to earn money and support their work in managing their communities.

Facebook built a set of tools for group admins to create branded content, and those admins must disclose all content partnership to members in compliance with the social network’s branded content policies.


The initiative is kicking off with public groups, and Facebook said it will continue to evaluate other ways for both public and private groups to serve their communities.

The social network wrote, “When people want to find new ways to engage with their interests, learn new things, be entertained and make new connections, they go to groups on Facebook. At the heart of these groups are the admins who invest time and energy in maintaining these communities. We want those communities to be able to connect and collaborate with brands that mean something to them, so today, we’re starting to expand Brand Collabs Manager to include public groups.”

Facebook described its Facebook Certified Community Manager Program as standardized professional training and certification aimed at establishing best practices and standards around community management, with the goal of enabling community managers to build, grow, scale and connect their communities.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.