"What we are working on, just as we do for brands and agencies, is ensuring that the PMD ecosystem is comprehensive in its knowledge of the entire Facebook marketing platform versus a smaller subset. The intrinsic link between paid, earned, and owned media on Facebook means that PMDs must have a deep knowledge and understanding across all of those areas to ensure marketer success."
For example, it says, many PMDs don't plug directly into Facebook's paid media products, but partner with other PMDs to funnel ad demand to Facebook. Such an arrangement would be acceptable, says a representative. So far so innocuous.
But what about a PMD focused on organic presence (Pages badge) or social analytics (Insights badge) that works with small to mid-sized clients, or with larger clients that it does not explicitly advise clients on paid media? The implications here are less clear, and based on Facebook's early communications around the change, it would appear these questions are still being discussed internally.
The impact could also be large for vendors primarily focused on organic content – especially those not yet granted admittance to the program. It's not clear whether key existing PMDs that don't traffic lots of ads, such as Dachis Group and Oracle Social, could be affected.
Rob Leathern is CEO of Optimal Social, which holds the Insights and Ads API bades. He says,
"Facebook can and should prioritize partnerships that drive engagement with their platform and ads revenue; and it doesn't look like they're favoring one to the exclusion of the other, but they might be emphasizing the importance of being a revenue contributor in their ecosystem."