Facebook has announced the launch of its Agency Ambassador Programme for Africa. The online social networking service says the initiative is part of its drive to equip its agency partners with the skills and information they need to make the most of Facebook as a marketing and advertising platform.

The social network says Agency Ambassadors will receive extensive training to help them become their agency's expert in Facebook's tools, technologies and solutions.

Thirty two media agencies were represented by delegates from Nigeria, Ghana, Kenya and South Africa at a three-day summit in Johannesburg in late March.

"A Facebook team from around the world trained them to become Africa's first Facebook Agency Ambassadors. The collaborative training equipped participants with the resources they need to understand how to drive real business results through digital marketing, and in turn share this knowledge within their organisations. The forum also afforded an opportunity for the agency representatives to provide feedback to Facebook," reads an excerpt from a Facebook announcement.

The launch of the program comes only a year after the opening of Facebook's first Africa office in Johannesburg. The company coupled the move into the premises with a commitment to support and up-skill businesses across the continent.

Nunu Ntshingila, Head of Africa for Facebook says she is excited about the launch of the program. "As media transcends to digital, it's of crucial importance that these ambassadors are equipped to take their learnings back to their agencies – both digital and traditional - so that they can make the most of the digital opportunity, and ultimately grow brands and businesses."

The Agency Ambassador programme will incorporate an education component called Facebook Blueprint that trains agencies, partners and marketers on how to use the social network.

Elizma Nolte, Head of Business Marketing for Facebook Sub-Saharan Africa elaborated on the aim of the initiative. "Our goal with the Agency Ambassador Programme is to empower agencies to help their clients make the most of our platforms. It's also a way for us to listen to agencies and learn more about what they need in their specific markets, so that we can improve offerings across the Facebook family of services. Facebook is a partnership company at heart, and this kick-off summit is simply the beginning of a long-term partnership with agencies across the continent."