Facebook Credits - friend or foe?
A new article from TechCrunch outlines the current fight between Zygna and Facebook on the Credit System that they prefer (require) payments to go through.
The fight is interesting in that Facebook clearly would like to benefit from some of the amazing spend that some loyal users are throwing at the Zygna platforms, but also in regards to Brands who may wish to get in on the action. When the payment platform that Facebook prefers/requires includes a cut for the ‘house’ then Brands have to think twice about playing.
We’ve spoken about the cost of participation on social platforms before, but this discussion also raises a few new questions about how to measure actions taken on the platform. We can imagine some of the possible benefits for Brands working with Facebook to utilize, offer and redeem credits - whether or not those credits are bought, or earned through engagement on the platform. After all, if the value of the experience that we are offering is great enough, why would some virtual currency not change hands? Rewards for positive behaviors may extend to offering these virtual benefits, which will then require more scrutiny as to their ROI than some current offerings/rewards schemes.
Via: TechCrunch
