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It’s OK to be on Facebook at work now.

Facebook officially launched today its long-awaited enterprise collaboration tool — with a (slightly) new name. It’s no longer Facebook at Work but Workplace, by Facebook.

Facebook signed 1,000 organizations in its 18-month beta mode. After today’s full release, it sees itself as a strong contender in a space dominated by collaboration tools such as Slack, Atlassian HipChat, IBM Connections, Microsoft Yammer and Salesforce Chatter.


The Facebook Difference

Facebook must differentiate from existing collaboration options, said Richard Edwards, principal research analyst at London-based Ovum. Edwards, who focuses on employee engagement, collaborative productivity and the future of work, told CMSWire, “Employee engagement requires energy, commitment and authentic consideration at every level within the business, and in the digital age, a digital medium is required to channel these efforts. There are many enterprise social networking products on the market, and Ovum is currently producing a detailed report that examines seven popular solutions, so Facebook will have to convince business and IT decision makers that its new offering is different and/or better.”

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