Facebook announced Monday that it has reopened applications to its preferred marketing developer program, but it added a few requirements to get the badges. Facebook is moving to a referral-based system, where those that have worked with the company or ads-qualified PMDs will be prioritized.
Previously, Facebook had closed off the application process for PMDs, not allowing developers to apply for badges. The probation period was meant to give Facebook some time to rethink things with regard to the program, and to draft new requirements to receive the credentials.
In a Facebook Studio blog post, the company explained why it will only be granting badges to developers that come via referral:
Throughout the history of the PMD program, we’ve learned that companies referred to us by trusted, credible, and informed sources were much more likely to ultimately join the program, as they had proven to be successful on our platform and with marketers.
Additionally, the intrinsic link between paid, earned, and owned media on Facebook means that all PMDs must have a deep knowledge and understanding across all badged areas to ensure marketer success. Many of the most successful PMDs offer comprehensive Facebook marketing solutions, through creative partnerships with other PMDs or by offering multifaceted tools.
Facebook also added new requirements for developers seeking badges. According to sister site Inside Facebook, the company wants developers to be able to advise advertisers about ad spend, regardless of their main areas of expertise. While these changes go into effect immediately for new applicants, current PMD badge-holders have six months to make sure their companies satisfy the new requirements.
Jamie Tedford, the CEO and founder of Brand Networks, weighed in through an email to AllFacebook:
The new PMD requirements punctuate what we’ve known for some time — that the greatest impact for brands on the Facebook Platform is predicated upon a holistic, integrated approach to “paid, earned and owned” marketing. The formula for success on Facebook boils down to compelling content, whether it’s an app or a status update. Brands that create, publish, amplify and directly measure their social content fluidly will come out on top every time because they are able to create relevancy for their audiences, regardless of what stage of the customer lifecycle they are in. Relevancy drives customer engagement, measurable sales, loyalty and social brand advocacy, and the content cycle can continue to fuel results.
Readers: If your company has the PMD badge, what do you think of these new requirements?