????不遠(yuǎn)的將來(lái)，F(xiàn)acebook的用戶(hù)可以一邊上傳度假照片向好友們炫耀，一邊付水電賬單、進(jìn)行支票本對(duì)賬甚至匯錢(qián)。

????當(dāng)然，社交網(wǎng)絡(luò)的核心使命還是通過(guò)幫助人們分享生活，從而打造一個(gè)聯(lián)系更緊密的世界。但人們也需要保有一些隱私，比如銀行業(yè)務(wù)。因此，F(xiàn)acebook決定支持這些私密服務(wù)。

????“總有一些事情，不管是金融服務(wù)還是銀行業(yè)務(wù)，我并不想讓我的朋友知道，對(duì)吧？”在上個(gè)月底于紐約舉行的證券業(yè)和金融市場(chǎng)協(xié)會(huì)（Securities Industries and Financial Markets Association, SIFMA）的研討會(huì)上，面對(duì)濟(jì)濟(jì)一堂的銀行家，F(xiàn)acebook美國(guó)金融服務(wù)部門(mén)的全球營(yíng)銷(xiāo)解決方案總監(jiān)戴維?羅賓遜如此發(fā)問(wèn)?！拔蚁Ｍ軌蛞坏顷慒acebook就可以和我的顧問(wèn)或者銀行交流，而且是一對(duì)一的交流。”

????Facebook正在不動(dòng)聲色地和澳大利亞的澳洲聯(lián)邦銀行（Commonwealth Bank）安排這樣的服務(wù)。應(yīng)用程序在3月份完成第一個(gè)版本，目前正處于內(nèi)部測(cè)試，有望在年內(nèi)正式向客戶(hù)發(fā)布。據(jù)銀行透露，該程序?qū)⒃试S銀行客戶(hù)以Facebook用戶(hù)的身份通過(guò)Facebook向第三方或者Facebook好友匯款。發(fā)言人稱(chēng)，該銀行將使用自身的認(rèn)證系統(tǒng)來(lái)確保交易安全，與其網(wǎng)上銀行和移動(dòng)銀行的保密方式類(lèi)似。

????Facebook拒絕對(duì)其在銀行業(yè)的努力直接置評(píng)。但羅賓遜明白無(wú)誤地傳達(dá)了Facebook 希望其它金融機(jī)構(gòu)跟進(jìn)的愿望。Facebook的想法是，通過(guò)在通常非常公開(kāi)的社交渠道中創(chuàng)造私密體驗(yàn)，銀行可以更好地和客戶(hù)交流，而Facebook也將得到更多流量，還可以打開(kāi)通向其它盈利機(jī)會(huì)的大門(mén)。

????澳洲聯(lián)邦銀行并不是第一家在Facebook上提供金融交易的機(jī)構(gòu)。Facebook的前首席隱私官克里斯?凱利現(xiàn)任Loyal3的顧問(wèn)，這家創(chuàng)業(yè)公司允許Facebook用戶(hù)購(gòu)買(mǎi)他們鐘愛(ài)的公司的股份，以分?jǐn)?shù)計(jì)都可以，然后還能在Facebook上分享。Loyal3今年早些時(shí)候與Fifth & Pacific Companies公司 一起發(fā)動(dòng)了這個(gè)項(xiàng)目，這家上市公司擁有Juicy Couture, Kate Spade和其它時(shí)尚品牌。

????不過(guò)不同的是，Loyal3可以假設(shè)消費(fèi)者愿意告訴他人他們是某品牌的擁躉，銀行業(yè)卻知道大部分個(gè)人金融活動(dòng)天生就是私密的。即使完全明了此類(lèi)活動(dòng)不可能被分享，F(xiàn)acebook依然鼓勵(lì)金融機(jī)構(gòu)為之提供方便，因?yàn)殂y行業(yè)務(wù)可以拓展Facebook的網(wǎng)絡(luò)，讓用戶(hù)在網(wǎng)站的停留的時(shí)間更長(zhǎng)久。

????羅賓遜注意到，目前僅有16%的品牌粉絲群真正與品牌所屬公司的Facebook頁(yè)面進(jìn)行過(guò)互動(dòng)。如果找到其它方法讓用戶(hù)和品牌在Facebook上互動(dòng)，就能幫助那些尋求加強(qiáng)社交媒體存在的財(cái)富500強(qiáng)公司，當(dāng)然也會(huì)幫助Facebook本身的成長(zhǎng)。

????Someday soon, Facebook users may pay their utility bills, balance their checkbooks, and transfer money at the same time they upload vacation photos to the site for friends to see.

????Sure, the core mission of the social media network is to make the world more connected by helping people share their lives. But Facebook knows people want to keep some things -- banking, for example -- private. And it wants to support those services too.

????"There are certain things, whether it?s financial services, or banking where I don?t necessarily want my friends to know exactly what I?m doing, right?" David Robinson, Facebook's director of global marketing solutions, U.S. financial services, asked a crowded room of bankers at a Securities Industries and Financial Markets Association (SIFMA) seminar in New York late last month. "I want to be able to go in and have an experience with my advisor or my bank and have that be a one-on-one experience."

????Facebook is quietly planning just such an offering with Australia's Commonwealth Bank. Currently in an internal beta, with the first version built in March, the application is expected to launch sometime this year to customers. It will allow Facebook users who are bank customers to make payments to third parties as well as Facebook friends through the social media channel, according to the bank. Commonwealth will secure transactions with its own authentication system -- similar to how payments are secured on its online and mobile banking site, a spokesperson says.

????Facebook declined to comment specifically on the banking push. But Robinson is clearly communicating to the banking community that Facebook (FB) hopes other financial institutions will follow. The hope is that by creating private experiences on social media's normally very public channel, banks can better engage customers, not to mention drive more traffic to Facebook, and open the doors to other avenues where the company can monetize its platform.

????Commonwealth won't be the first institution to enable financial transactions on Facebook. Facebook's former chief privacy officer Chris Kelly is an advisor to Loyal3, a startup that allows Facebook users to buy fractions of shares in companies they love, and to share that on Facebook. Loyal3 launched the program earlier this year with Fifth & Pacific Companies (FNP), the publicly-traded owner of Juicy Couture, Kate Spade and other fashion brands.

????But while Loyal3 assumes consumers will want to share the fact that they're fans of a brand, the banking community knows that most personal financial activities are inherently private. And here Facebook is encouraging financial institutions to enable activities, like banking, with full knowledge that they won't be shared, but they will still be ways to potentially broaden Facebook's network and keep people engaged on the site longer.

????Currently, just 16% of a brand's fan base actually engages with a company's Facebook page, notes Robinson. So finding other ways for users to interact with brands on Facebook could help Fortune 500 firms that are looking to grow their social media presence, while of course helping Facebook grow as well.