Facebook is becoming a marketplace for enterprise apps that help Group admins manage their communities.
To protect itself and its users in the wake of the Cambridge Analytica scandal, Facebook locked down the Groups API for building apps for Groups. These apps had to go through a human-reviewed approval process, and lost access to Group member lists, plus the names and profile pics of people who posted. Now, approved Groups apps are reemerging on Facebook, accessible to admins through a new in-Facebook Groups apps browser that gives the platform control over discoverability.
Facebook confirmed the new Groups apps browser after our inquiry, telling TechCrunch, “What you’re 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 Groups API. As part of this, some developers who have gone through the review process are now able to access the Groups API.”
Facebook wouldn’t comment further, but this Help Center article details how Groups can now add apps. Matt Navarra first spotted the new Groups apps option and tipped us off. Previously, admins would have to find Group management tools outside of Facebook and then use their logged-in Facebook account to give the app permissions to access their Group’s data.
Groups are often a labor of love for admins, but generate tons of engagement for the social network. That’s why the company recently began testing Facebook subscription Groups that allow admins to charge a monthly fee. With the right set of approved partners, the platform offers Group admins some of the capabilities usually reserved for big brands and businesses that pay for enterprise tools to manage their online presences.
Becoming a gateway to enterprise tool sets could make Facebook Groups more engaging, generating more time on site and ad views from users. This also positions Facebook as a natural home for ad campaigns promoting different enterprise tools. And one day, Facebook could potentially try to act more formally as a Groups App Store and try to take a cut of software-as-a-service subscription fees the tool makers charge.