Facebook groups are used by more than 700 million users. Facebook is becoming a marketplace for enterprise apps that help group admins manage their communities. There are so many activities for groups and communities that can be taken forward from Facebook. Though, due to the Cambridge Analytica Scandal, Facebook locked down group API for building apps for groups. Because of lockdown, the apps had to go through the mandatory review process. The apps lost access to Group member lists, names and profile picture of people who posted on the group. Now, these approved apps are reemerging on Facebook. Permitted team apps are accessible to admins by a new in-Facebook team app browser that offers the platform management over discoverability.
Facebook confirmed the new group apps browser by telling TechCrunch, “What you are seeing today is related to changes we announced in April that require developers to go through an updated app review process in order to use the Group API. As a part of this, some developers who have gone through the review process are now able to access the Groups API.”
Up till now, group admins had to find group management tools outside the Facebook and then use their logged-in Facebook account to give the app permissions to access their Group’s data. Maintaining groups is not at all easy task. Admins have to do a lot of hard work to maintain the groups. That is why Facebook recently began testing Facebook Subscription Groups that allow admins to charge a monthly fee. With the right set of approved partners, the groups also offer group admins capabilities usually reserved for big brands and businesses that pay for enterprise tools to manage their online presence.
Starting to be a gateway to organization resource sets could make Facebook Groups more engaging, building more time on website and ad views from end users. Due to this, Facebook has become a natural home for ad campaigns promoting different enterprise tools. Facebook could probably try out to act formally as a Groups App retail Outlet and try to take a cut of software-as-a-service subscription fees the tool makers charge.
Facebook can’t build every tool that admins might need, that is why in 2010, Facebook launched the Groups API to enlist some exterior assistance. Facebook Groups Apps provided some popular features such as moderating comments, gathering analytics and posting pre-composed content. Although in April, Facebook halted the use of API and announced that – “There is information about people and conversations in groups that we want to make sure is better protected. Going forward, all third-party apps using the Groups API will need approval from Facebook and an admin to ensure they benefit the group.”
Apps which have acquired the approval of Facebook, are appearing in Groups Apps Browsers. It is available to admins through their Group settings page. This app browser will let you choose from tools like Buffer and Sendible for scheduling posts on your group. The Cambridge Analytica Scandal has calmed down to some extent, with Facebook’s share price recovering and user growth maintaining at standard levels. However, in the recent Washington Post, it has been clearly mentioned that FBI, FTC and, SEC will be investigating Facebook, Cambridge Analytica and the social network’s executives’ testimony to Congress. At present, Facebook really needs to focus on product, not politics.