Facebook Pages Are Now Like Profiles

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As Mashable reported last week, Facebook just rolled out changes to its Newsfeed and Pages:

Changes to the Newsfeed:

  • Realtime rather than every 10-15 minutes
  • Filtering options for specific users/content

Changes to Facebook Pages:

  • More like profiles, with status updates
  • Changing from a “box-oriented” design to wall & tabs
  • Now like Facebook profiles for large audiences (5k max for individuals)

Here’s how Mashable breaks down these changes:

Considering that the Facebook News Feed items now include the ability to comment or “like” them, these features make Facebook much more about content sharing and rating than it has been perceived in the past. It also sounds a lot like Twitter or Friendfeed, in that it’s the type of feature that can keep users logged on all day, as opposed to checking in periodically to see what their friends are up to.

What this all means:

1. Stronger Interaction with Fans – Because the Wall tab will become the focus, Pages will feel much more active and dynamic than ever before. This will encourage more participation and interaction between brands and their Fans.

2. Increased Virality – Content posted on the new Wall will also show up in Fans’ News Feeds more often. This means that posting updates to your Page is much more viral and has the potential to drive significant traffic to your Page.

3. More Ways to Communicate – The Status Update will provide a powerful way for Pages to share short interesting blurbs with Fans in a way that is less obtrusive than an Update delivered to their inboxes. Brands that use Twitter can sync their accounts so that selected Tweets will automatically post to Facebook as Status Updates.

4. Specific Landing Page for Non-Fans – The Wall tab will be the point of entry for all Fans when they visit a Page (with the idea that they’ll first be exposed to the newest content). When it comes to non-fans, Page admins will be able to choose which tab they’d like to use as the landing page. This means that if a Page has a new application or custom content that they’d like to promote, they can set this as the point of entry for all new visitors to the Page.

Challenges:

  1. Content will need to be updated frequently and consistently to ensure the Wall tab (the new focus of Pages) stays fresh.
  2. The addition of Status Updates will require brands to establish guidelines on what content can be posted here on a consistent basis.
  3. Page admins will need to determine what content (text, links, photos and videos) Fans will be able to share on the Wall tab so permissions can be set accordingly.
  4. Static brand content will become secondary to Fan-to-brand interaction, so there will be less content control for brands.
  5. Placement of custom content and applications will need to be determined so that it remains visible and accessible for Fans.
  6. Static brand content will now need to adhere to the standard template, so Pages may need to adjust the format of their About and Contact information to fit.

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