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Facebook's New Tools Won't Help Marketers

  |  July 6, 2011   |  Comments

Brands can't use video calling or group chat.

Facebook's new video calling and group chat features won't open up new opportunities for brands to connect with "likes" or fans, the social site informed ClickZ News.

When asked if brands can use the new channels, a company spokesperson said in an email: "Marketers can't video call people who like their Pages and can't group chat with fans. Also…Facebook ads can't be targeted to private information such as chat and messages."

In terms of group chat, Facebook differentiates itself from Google+, possibly to the chagrin of marketers. Brands like Ford have already begun employing the one-week-old platform to chat with up to 10 consumers.

zuckerbergFacebook partnered with Microsoft-owned Skype to create the video calling feature, which became available today. Early this afternoon, the companies announced the development at Facebook's Palo Alto, CA headquarters, where Facebook CEO Mark Zuckerberg said video calling and group chat "were basically web features for now," suggesting the functions would eventually be available for mobile users.

Zuckerberg (pictured) also shed some light on how Facebook sees the future of digital. During the next five years, he said, "Every app is going to be social."

Meanwhile, Zuckerberg confirmed recent reports that his site had surpassed 750 million monthly active users. "We didn't report it [ourselves] because that's not the important metric anymore," he said, while pointing to engagement statistics as his company's new Holy Grail.



Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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