FaceTime is best known for its instant messaging monitoring and control systems, frequently used for compliance purposes.

The company has now added support for social networks. The main applications are:

  • Stopping employees from disclosing sensitive information
  • Protecting against hidden phishing/Trojan attacks
  • Linking social network presences to the main corporate identity
  • Monitoring, moderating, and controlling posts
  • Controlling access to specific capabilities within a social network
  • Logging of posts and interactions
  • Feeding a corporate archive
  • Reporting on employees' social network use

Comments:

  • FaceTime has good experience, acquired over the last 10 years, in monitoring and controlling instant messaging. Many of the challenges it faced there are being replicated in the social networking field, such as lack of standards and nonexistent or rudimentary APIs. That experience will help the firm as it extends its reach to social networking.
  • FaceTime is providing the fullest support for the business market leaders, Facebook, Twitter, and LinkedIn. Initially, the support for other social networks is much cruder, largely a matter of site blocking. That makes sense. At this early stage of social networking technology, providing high levels of control functionality is a laborious process for FaceTime.
  • The similarity of the names "FaceTime" and "Facebook" must present some minor challenges to the company. (Hey, you expect such profound observations from we analyst heavyweights at Ferris Research!)

... David Ferris

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