Josh Miller, co-founder of Brand Media, announced yesterday that his company is being acquired by Facebook and will be integrated into the social network's newly formed Conversations group.
Financial details of the deal have not been disclosed, but communicators should familiarize themselves with the Branch platform and Facebook’s new focus on conversations.
The Branch platform is a service that enables users to curate content from throughout the Web and develop shareable conversations around the content. Potluck, the other platform included in the deal, is an iPhone app showcasing what topics are trending and enabling users to start conversations on those trends with friends and contacts.
Brands like Hyatt have worked with Branch to develop online conversations. Miller said that Facebook plans to scale Branch to accommodate its massive social network, meaning the Conversations group will be able to service a variety of clients.
With increased emphasis on social shares and metrics like "People Talking About This" (PTAT), PR pros need to strategize how to be conversation starters and leaders. With that in mind, Facebook’s latest acquisition should offer a helping hand.
Since going public, Facebook has sought innovative service products to drive revenue. Sponsored content was one of its initial offerings; however, the company said it plans to stop that service in April. More than likely its Conversations group will be a new alternative vehicle for brands eager to reach and engage stakeholders.
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