Meet Facebook?s Stealth Marketing Platform, ?Publishing Garage?

One of Facebook’s bigger hurdles in advertising has been to figure out ways of either applying traditional metrics, or coming up with new ones, to measure the effectiveness of marketing campaigns on the social network. Today, we got wind of one of its latest efforts to connect the dots a bit better. Publishing Garage is a new program — and platform — that the social network has created to work with mega-agencies and brands to improve how brands use Facebook to market themselves, and measure when it’s working well. The existence of Publishing Garage was first spotted by the blog Fusible, which noticed that Facebook had registered a number of domain names — variations on publishinggarage.com, facebookpublishinggarage.com, and so on. Fusible also notes that there have been some other hints for it elsewhere: an online search for “Facebook Publishing Garage” takes you to the site of Addie Marino, a brand specialist and creative strategist for Facebook in New York. One of the projects detailed on her site is for logo and design work for Publishing Garage, which she describes as a “program geared at building world-class social publishing systems that enable brands to create the most meaningful connections with their connections and their friends through News Feed stories.” Part of Publishing Garage involves intensive three-day workshops, she says. I have done some digging and found out a bit more: The Publishing Garage program has actually been quietly running since September. There have been 20 Publishing Garages so far in the U.S. with major brands — but the names are not being made public. Now Facebook is expanding the program to other markets, starting with the UK. Tomorrow, Facebook is expected to reveal that the first brand to use the platform/program internationally is Doritos, working with its agencies?AMV BBDO and OMD, to create its own, optimised publishing system. The idea is to help court big brands who are already spending a lot, to keep spending that money by ensuring that what they are doing is actually working… and possibly spend more. “Publishing Garage is a Facebook-led initiative for brands to optimise their performance on Facebook, an ignition switch to make the participating brand one of the best publishers on Facebook,” Facebook says. I believe the agencies involved will change depending on the brand/client; the description seems to imply a strong role played by OMD and AMV at least in the Doritos

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