Facebook Pages Redesign

Implications and Opportunities for Marketers

Last fall, Facebook launched a major redesign of usersʼ profile pages and the home page.

With the redesign, the Facebook user profile changed from a page comprised of individual boxes to a profile centered around the wall and supported by tabs. This change was intended to make sharing more prominent and social.

Now, Facebook is redesigning business/brand Pages in a similar way. Page admins already have access to the new design and can “republish” their pages as soon as theyʼre ready. Every page will automatically switch over to the new design on March 11.

Hereʼs what you need to know.

The new “fan” Page looks and functions a whole lot like a user profile Page

It has the same updated “wall and tab” design that is featured on the profile page.

The Wall, which now contains all of the latest updates and Wall posts, is now front and center.

Information will now live on the info tab and photos will live on the photos tab, allowing for a much more robust photo album experience.

Facebook applications like Video, Events, and Discussions can have their own tabs.

Most custom fbml based designs and applications will be moved to the boxes tab

Some custom content and apps can also be featured on the left side of the wall tab.

Now pages can share their status with their fans, just like Facebook users can on their own profile.

What does this mean for your Page?

Your content will thrive. Information and content shared by your

Pages will now appear in your Fansʼ News Feed, just like that which is shared by your friends.

This means keeping your Fans informed and engaged will drive News Feed stories thereby growing traffic and ultimately your Fan base.

You can share more.

In addition to being able to share photos, videos, and notes on Pages, you will now have a powerful tool previously only on Facebook profile pages - Status Updates.

With Status Updates - you can now post pithy updates that Fans might find really interesting and engaging. Sounds a lot like Twitter, huh? Brands will also be able to link tweets with status updates via the twitter application.

You can choose where to send new fans-to-be.

Admins will now have a choice as to the best landing page for new users. The Wall or Info tabs will likely be the best choice, but you could have non-Fans land on the Boxes tab if you want them to experience a specific application as an example.

So now both Fans and prospects can be driven to any specific tab through Social Ads. And, any fans who stumble upon your page through organic search will automatically go to the wall tab.

What is going to happen to all of the stuff on your existing page?

It will still be there, just organized a bit differently.

Here is what we know about the new page layout

Feature Old Pages New Pages Wall •  Bottom of the page •  Has its own tab

Info •  Top of the page •  Has its own tab

Photos •  On the right-hand

side •  Can only access

profile pictures through front page

•  Can have its own tab •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

Video •  On the right-hand

side •  Can have its own tab •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

Discussion Board

•  Right underneath profile picture

•  Can have its own tab •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

•  Built-in “discuss” feature on “Wall” tab

FBML •  Under the profile

picture/discussion board

•  Can have its own tab •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

Events •  On the right-hand

side of the page •  Can have its own tab •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

RSS+ Feed •  Right-hand side •  Middle of the page

•  Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Mini-Feed •  Bottom of the page •  Integrated into the “Wall” tab

Favorite Pages •  Top, right-hand

side of the page •  Can appear in either the “Boxes” tab or the

static left-hand side of the “Wall” and “Info” tabs

Status Updates •  Non-existent •  Will have status updates like a personal Facebook page

The most dramatic change will be the new placement of wide FBML boxes. These boxes will now be moved to the Boxes tab. This limits custom design but streamlines user experience.

Hereʼs the new reality:

The pages that keep their content updated, discussions cultivated and status updated will be the most successful.

Should you be excited about these new changes to Facebook pages?

Yes!

Robust Page + Engaged Fans = Positive Social Media

By making Pages less corporate “web-sitey” and more “Facebooky” Facebook has forced us to be more human, more approachable, more…social.

In conclusion, the new Facebook Page design will help you:

1.  Use status updates to trigger fansʼ News Feeds This gives your brand the opportunity to have more frequent and conversational interaction with your Fans. With opportunity comes responsibility. Respect the News Feed and mind the frequency.

2.  Recruit, engage, and reward Fans Use the foundation of Customer Relationship Management (CRM) practices to begin Fan Relationship Management (FRM) for real. This is way beyond just an advertising channel.

1.  Become a “Social Brand” A Social Brand is a human brand. They listen more than they talk. They look for shared interests, play, and make friends. So get out there and start socializing.

Contact us. + web: brandnetworksinc.com + phone: 617.275.7051

Who we are. We leverage social networking to recruit,

engage and reward your Brand Fans.