Yesterday Facebook launched a new version of Pages that “will enable brands, businesses and organizations to build stronger relationships with their fans.” You can upgrade today or wait until March 10th when all pages will be updated. Let’s walk through the big changes and how they will impact your marketing efforts:
Be the Page
Now you can login as a page or profile. This means that you can post, comment, or like other Pages in Facebook. You will also be able to experience the news feed from the Page’s perspective. At this point you cannot comment on a Profile (individuals) unless their privacy settings are absolutely open.
Takeaways
- More engagement with other brands – co-marketing
- Expand your reach and exposure to more potential fans
- But be careful of spamming other communities. Don’t create noise. Add value to other conversations.
- Watch out for Page-jacking from competitors or distributors
- Use the newsfeed view to nurture strategic relationships with other Pages relevant to your fans
Where did everything go?
Watch for changes to the top navigation. You will see a photostrip of the 5 most recent photos posted to the wall. Fans photos posted on your Page will not show up here. This new look will match the updated Profile user interface.
Tabs are no longer front and center. You will now see navigation to tab on the left under your Page picture. Again, similar experience to Profiles. Fans will see 6 navigation options above the fold. You can set your default landing page for fan if you have an app, promotion, or welcome page.
The top right corner will allow you to feature administrators, similar to putting faces in a Twitter background. This area will also highlight mutual friends and interests (suggested by Facebook) to fans.
Takeaways
- Make sure pictures are high quality and compelling to fans
- First impressions matter. If people are landing on your wall or default option, make sure that have a good experience. You get one shot!
- Continue to focus on great content and real engagement
- If it makes sense for your brand, feature an admin and give fans a human connection
Moderation matters
The wall now has an “Everyone” filter or Posts by the Page. The Everyone filter is based on relevance and content with the highest feedback. In other words, the old wall showed fans content in reverse chronological order and now the Everyone filter will show what Facebook thinks is relevant.
In addition, Facebook added keyword moderation and profanity blocklists to Pages.
Takeaways
- Because the timeline is gone, moderation is more important. Posts and comments may get buried by the new smart filter.
- Brands will need to be intentional about moderation and take advantage of keyword and profanity blocklists
- If you are not using a Social Media Management Platform, use the Email notifications for your Page.
- Based on the Everyone filter, you must create great content and interact with your fans
How do you think these changes will affect brand marketing on Facebook? Likes? Dislikes? Tell us in the comments.