Sunday 22 April 2018

Friday Five: What Facebook Page Changes Mean for your Brand

Yesterday, Facebook implemented the new page layout and features converting all brand pages to a new design previously rolled out for user profiles. There have been some important changes to the way a brand can now interact and present itself, so it is important to check your own brand page and adjust accordingly. While your brand may not be affected by all of the changes, you should be aware of five key updates. Let’s explore what these mean for your brand.

1. Administrator Display Feature

Page administrators can now be directly associated with brands they represent. For example, PR on Facebook displays three page owners, or admins, to its community. While this tactic may not work for all brands, it is a helpful way to easily maintain transparency, have a personal identity associated with a brand, and add unique engagement to the community. Page owners that are displayed publically on pages need to be careful because the community will be directed to their personal Facebook profile. If you are an admin, it is important to be aware of your privacy settings so you know what is being shared to your profile visitors.

2. Ability to Interact as a Page

Facebook now allows the option to interact as your page. Administrators can toggle between using their personal profile and any pages they manage. With this new added feature, you can comment on another brand’s page as the profile of the brand you manage. This needs to be used with caution. Make sure you are aware which mode you are in before commenting. Since pages can interact with other pages, there’s an emphasis on which brands a page “likes” and interacts with. Pages can choose to display up to five “featured likes” on the page to circulate at random. Microsoft (client) displays its likes for the Microsoft Office and Bing pages. Microsoft has the option to comment on Bing’s page as the Microsoft brand. This feature is helpful for companies with several different brand pages on Facebook.

3. Notifications and Moderation Settings
Facebook has added monitoring features that are similar to options available from third-party, paid platforms. Page admins will now be able to receive notifications on their Facebook dashboard and through email when the community posts or comments on the page. Also, there is a moderation and profanity blocklist option. When a keyword from the moderation blocklist is mentioned, it is placed in the “hidden posts” section of the brand page until the page admin can moderate and publish the comment to the page. Both of these are great ways to monitor and keep up with the community’s conversation.

4. Photos

Facebook added an emphasis on multimedia and is now displaying photos at the top of pages. This new strip of five photos is a great way to highlight new products or call attention to new product features. Remember to keep wall photos in mind when creating content calendars so you can keep this section filled with fresh new content every time your connections visit the page. Unfortunately, there is not an option to “hack” the photos like with regular Facebook profiles, but there are still other creative ways to use this new photo layout.

5. Tabs

Tabs are now displayed on the left-hand sidebar which is similar to how events and friend requests are displayed on the homepage. Since these are in a less prevalent place, it is important to have a landing page to drive traffic to your tab. Your fans may be less likely to notice tabs as they adjust to the new layout. Consider calling out where the tabs are located on your brand page wall if you don’t want to use the landing page option.

What do you think of the new Facebook page changes? What will change for your brand?

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