Last week, Facebook debuted Facebook Media, a way for public figures, organizations and media outlets to manage communication strategies on the platform.

The new service uses Facebook Mentions, a recently unveiled app that allows public figures and celebrities to connect to their fans through their official Facebook page. Facebook Media also helps such high-profile users to mange their videos, which are becoming more and more in use on Facebook, even rivaling YouTube with almost as many videos as the Google video service.

With Facebook Media, the social media platform is promising to drive referrals to official pages using its Public Content Solutions program

As Media Post reported last week, “research suggests that social networks are declining as engagement platforms, while brands and publishers are seeing audience engagement rates rise on their dedicated digital properties.”