Facebook’s overhauled business pages focus on content and mobile

I know, I know. Another day, one other update to Facebook business pages. This one is a bit bigger than most although, and might have some fascinating results on your content.

So let’s dig in to the brand new business web page format earlier than it rolls out to the complete community on June nineteenth.

If the update reaches you earlier than that date, Facebook will ask in case you’d like to modify. Unlike earlier updates just like the introduction of Timeline, this one gained’t require you to massively update your content.

Your header picture will nonetheless work, as will your apps. However they are going to be repositioned so might require a bit of housekeeping. We’ll take a look at that in a second.

First of all, right here’s how the brand new web page seems to be if you find yourself logged in as a web page supervisor:

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As you’ll be able to see, the previous administration panel has vanished, with analytics, insights and messages neatly organized alongside the highest.

At first I thought these have been drop-downs, however clicking them truly takes you to a brand new web page. Analytics fortunately stay untouched for the second, saving you the effort of reorganising your reporting, however messages are organized in a bigger, clearer format:

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This makes issues a lot simpler for customer support (I’ve blanked out the names within the screenshot to guard the harmless, aside from Kwatro Bong, he often sends us spam messages and frankly his little smiling face cheers me up no finish).

There’s a bigger change over on the fitting aspect of the web page, with attain figures and notifications bundled collectively, making it quicker to see who has been sharing your content or posting hyperlinks on your web page.

This is an enormous enchancment, because it was beforehand straightforward to overlook to modify between ‘highlights’, ‘posts by web page’ and ‘posts by others’.

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Something else of curiosity on the appropriate is the ‘Build Audience’ dropdown. Initially I assumed this may take me to an advert panel, and whereas that choice is on the market, the ‘Import Contacts’ choice is extra prominently displayed:

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This provides you an choice to add an viewers of as much as H,000 e mail contacts. A data-gathering train on Facebook’s half, but in addition one thing with lots of potential for spam. Use with excessive warning please.

Moving down the web page, your ‘occupation’ is listed extra prominently (We’re at present a Marketing Consultant. We aren’t actually, however Publisher/Events Company/Research House/Insight Specialist/Community wasn’t out there). Make positive you update this if wanted.

You’ll additionally discover your apps have been repositioned to the left of the web page:

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Facebook lately made a small algorithm tweak to app based mostly sharing. Content that’s mechanically shared from apps (I took this quiz! But I didn’t particularly ask it to inform all my pals!) will take a visibility hit.

Just for readability, this doesn’t have an effect on content shared particularly, so posts you’ve scheduled by way of methods like Hootsuite gained’t be affected. A good transfer that ought to assist reduce spam.

This is necessary, because it exhibits Facebook but once more shifting focus onto content within the main stream. Ah sure, let’s take a look at that we could?

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Single Column!

Praise be. A easy, simply scannable single-column format.

We might have gotten used to timeline’s multi-column format, however there’s no denying that it dragged your consumer’s eyeballs all over. The return of 1 column focuses consideration on your content.

There’s additionally a extra seen focus on attain, with a transparent bar chart outlining natural and paid attain on the backside of every publish, additional proof of Facebook’s renewed focus on advertisements:

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It’s additionally value mentioning that the variety of Likes is now being downplayed a bit of. Curious after being the main impetus of Facebook for therefore lengthy, however I’m inclined to be constructive and recommend that perhaps Facebook is making a delicate trace that it’s… nicely, a bullshit metric a whole lot of the time.

Apps nonetheless rely, and they’re additionally obtainable from the ‘More’ dropdown in addition to the sidebar, however the focus is on the stream. I can’t underline the significance of this sufficient.

One slight level of confusion right here is that the ‘Highlight’ choice continues to be out there. Previously Highlighted content unfold out throughout each columns, however now it has nowhere to go, so it stays the identical, bar slightly blue star.

Yet extra focus on content

Facebook’s modifications have put a relentless focus on this. No extra dishonest I’m afraid, and whereas apps are nonetheless helpful for campaigns, it’s clear that the platform needs manufacturers to absorb the larger image.

Deep, fascinating, entertaining content is the one option to win at Facebook.

There are execs and cons to this. It will make it more durable to compete for a lot of small companies who’ve restricted time and funding, however from Facebook’s perspective it positions the platform extra successfully as a writer, and for these making good content it promise a a lot deeper relationship with customers (For everybody else, there’s the renewed promise of promoting), which finally means extra revenue.

It’s additionally value noting that the only column is indicative of the rising significance of mobile for Facebook, and the platform’s want to standardise throughout units. Ultimately this can be a good factor as it should remove formatting issues when posting content.

You ought to see the choice to modify to the brand new format inside the subsequent couple of weeks.

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