Jennifer

Facebook Gets Creative(s)

posted May 12, 2011  |  by Jennifer  |  7 Comments

 

The recently launched Facebook Studio is billed as “a community for marketers, creatives, and fans.” The site functions as a learning and sharing resource for Facebook marketing. 
 
Agencies can submit work that features Facebook as part of their marketing strategy to the site’s rotating gallery. The best of these campaigns get featured in the Spotlight. 
 
In the Learning Lab, you’ll get everything from tips on ads to a pretty convincing pitch for building your brand using Facebook. (Although, I’m getting tired of the  “be part of the conversation” message. Everybody and their iGoogle hamster is using it. Hmm . . . I feel another blog post coming on.)   
 
I found an application for making your face into a sausage that I really like, though. 
 
Anyway, Facebook Studio is definitely worth exploring if you’re in any way involved in marketing. Like it or not, social media is where it's at when it comes to reaching people.  
 
Fun Fact: 
Did you know that Canada, with 15 million members, is the world’s most active “Facebook nation?” (Marketing, April 25, 2011)

 

 

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7 Comments

Mark

Mark  -  May 12 at 11:03 am

Great read!!! I like the idea of communal sharing of ideas, however I have some concerns about ownership. Once someone posts their creative to this site, who then has the rights to it? Does the artist or does Facebook?

Take a read of the “Terms of Use” which makes reference to Facebook’s “Statement of Rights and Responsibilities Section 2.1”.

The following line makes me more nervous than a long-tailed cat in a room full of rocking chairs.

“you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post”

Jennifer

Jennifer  -  May 12 at 11:12 am

Hmm. . . at first that does sound a bit ominous. But if your campaign is already out in the public domain anyway, does it matter? I don’t see a problem with reproducing marketing content—isn’t that good for the marketer?

Mark

Mark  -  May 12 at 11:29 am

Well, I would think that DDB, Saatchi & Saatchi, Arnold Worldwide or any of the larger agencies may have an issue over ownership, copyright, especially IP rights, even if it is in the public sphere.

It comes down to reputation. Would anyone want their creative manipulated or copied?

Jennifer

Jennifer  -  May 12 at 11:55 am

I see your point exactly. It’s a tricky one. I guess, to me, license to use something doesn’t imply a transfer of ownership. I’m more than willing to admit I’m being naive here, but it seems obvious that ownership of the creative stays with the creator when posting work in a public gallery (virtual or otherwise.)
I’m definitely going to take a harder at Facebook’s Terms of Use. Thanks Mark.

Mark

Mark  -  May 12 at 12:13 pm

It’s definitely a very tricky topic with all it’s legal ramifications and consequences. It should be noted that I did fail to recognize a very important detail.

We have Facebook and the creative agency at the table, but is there a seat reserved for the client? Does the client have a say in how their image or brand is being used in the public sphere?

Eleanor

Eleanor  -  May 12 at 2:17 pm

great post. really interesting. i didn’t know canadian’s we so into stalking… maybe we can add that to our national identity, along with being polite and not being American.

Jennifer

Jennifer  -  May 12 at 2:28 pm

i think we should. stalking will give more edge to our identity.

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