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Why a leading PR firm chose Facebook at Work

Matt Kapko | Sept. 16, 2016
When Facebook released a live-video feature for Facebook at Work, Weber Shandwick was one of the first companies to put it to use. The service hasn't replaced the PR's firms other collaboration tools (yet), but it is quickly gaining traction.

The recent and rapid rise of Slack is a good example of how most businesses still aren't sold on a single communication or collaboration tool, Blau says. "Businesses haven't been keen to adopt and deploy social networking solutions for enterprise. There have certainly been attempts in the past, and while we see a certain level of participation in the enterprise, I think they struggle to get employees engaged on these platforms."

[Related: Facebook at Work pushed to later this year]

Facebook at Work is one response to the ongoing evolution of business communications, and the changes aren't going to end anytime soon, Blau says. "These types of social communications are important and it's certainly how consumers are behaving online," but most businesses are not prepared for a new means of communication, he says. "You could say that the earlier efforts were too early — the Yammers and Jabbers."

At Weber Shandwick, many employees are interested in and excited about for Facebook at Work, but the platform is still more of a supplement than a replacement for any other tool, according to Giuda. For example, the company still uses a separate intranet for company-wide document sharing, and some divisions use applications such as Slack for communication, she says. However, Giuda is encouraged by the "ease with which people are able to adopt and start using [Facebook at Work] because they are so familiar with Facebook," she says. "It is really intuitive, so that hump of getting over how to train and orient people on the platform is pretty low."


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