Facebook Pages was first launched in 2007 for brands to create a presence on the popular social network. These brand pages have become an important part of many brands’ social networking strategies as evidenced by a recent study from The Participatory Marketing Network and Pace University. The study revealed that 62% of millennials have visited a brand or fan page on a social network, and an incredible 48% have become fans of such brand pages.
This is clearly a nod towards a viable social networking strategy for brands in an environment where the traditional online ad model of banners and clicks isn’t working. For those brands with a Facebook Page, or thinking of creating one, this new version should change your strategy.
#1) Blurring Lines Between Profiles and Pages
While the old Facebook Pages were distinctly different from user profiles, the new Facebook Pages are more similar to the user profiles people interact with every day, as you can see from the screenshot below. This means more attention should be paid to the content brands publish, rather than the “layout” of the page.
#2) Greater Viral Reach Through the Newsfeed
This change promises to have the greatest impact for brands. Prior to this round of changes, brands could only send updates to fans. Now, when a brand publishes content or makes changes to the Facebook Page, fans will be notified in the same news feed they receive notifications from friends. In addition, brands will be able to have a “status”, just like users. This means keeping your Facebook Page active is key to maintaining fan engagement and helping to increase your viral reach. Update your status, upload photos and videos, create discussions and more.
#3) More Robust Content Through Custom Tabs
Facebook has opened up tabs to the development platform, so brands can create their own custom tabs. This opens up the possibility of making a Facebook Page more robust in terms of content. Each tab can be linked to directly. The following example shows a custom “Be On Oprah” tab from Oprah’s Facebook Page.
Download the Facebook Pages Product Guide (PDF) here to see a complete list of the new changes to Facebook Pages.
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