Following a massive large brand land grab by Facebook users, the site has begun requiring electronic signatures in order to create a Public Profile Page. The added step could have been added for a number of reasons, but given all the changes Facebook has made to the public profiles, the increased security measures are just another aspect of growing concerns Facebook may have regarding the more integrated way in which Public Profiles now work.
When you go to create a new Public Profile page, you’ll now be required to provide an electronic signature in order to complete the setup process (as pictured below). I imagine that this has been added as another level of security that preserves the privacy settings Facebook has been able to provide to users on its network.
Now that Facebook’s Public Profile pages act more like regular user profiles, they’re far more integrated with fans’ news feeds. The ability to share more media, integrate more deeply with Facebook applications, and interact better with users means that there’s a potential for a great deal more activity to occur within the social graph associated with the Public Profile page.
Whether brands are concerned with the types of users that are utilizing their logos or brand names in order to create their own presence on Facebook, or the increased sharing functionality has increased any concerns regarding the misrepresentation of a brand (considering increased activity can become the equivalent of spam on Facebook), the added security measure is protecting both brands and users.
Perhaps this will be something that Facebook applies to applications as well. Remember the Starbucks app that was created by a third party, and not Starbucks? The app gained a great deal of traction and was eventually taken over by another app developer that wanted to take advantage of the high monthly user count. To that end, Starbucks missed out on a branding opportunity.
The added security measures could also indicate that Facebook is looking to work more closely with brands themselves, in providing the preservation measures that would discourage squatting (something that’s become rampant on Twitter) as well as misrepresentation of brands. As Facebook looks to broaden its revenue potential and the application platform as well as the revised Public Profile pages are easily used for marketing purposes, it looks like Facebook has taken a vested interest in the protection of brands, possibly for its own long term benefit.
Do you think this will decrease the number of brand poachers on Facebook?