DISCOVER

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What the New Facebook Pages Mean for Your Brand

Posted 7 April 2014 11:10 AM by Brittany Singer

In the coming weeks, Facebook is rolling out a fresh look for Pages on desktop, which will feature a clearer view of content on Pages with the added bonus of giving page admins easier access to tools. The update rides on the coattails of the recent design change to the Facebook News Feed. Combined, these changes are moving toward a more consistent look for all content across the platform. Below is a breakdown of the changes and what this means for brands.

One-column display of content (right column)

Moving away from the current two-column layout, this single column display will align with the way content appears in fans’ News Feeds (rather than brand pages). This redesign also places more emphasis on the most recent post and no longer allows Pages to “highlight” a post to a wider width.


Page information featured in smaller left-side column

The smaller left-hand column will display general page information such as description, website URL, likes and friend page connections. In addition, the “Posts by Others” section of the page will now appear in this smaller left-hand column and will only preview a few recent posts. Fans will need to expand this section to see it in its entirety. Brands will soon have the ability to rearrange the order of content in this section


Application tabs being removed

Application tabs will be found in the top navigation and in the left-hand column on the new Pages design. Up to five apps will now appear in the top navigation, including: Timeline, About, Photos, Likes and a drop-down for “More.” All additional page apps will be found under “more.” Currently, only one custom app will be able to appear in the top navigation. This shift continues to take emphasis and impact away from Facebook tabs, as most custom tabs will now be hidden. As brands have already been experiencing, organic traffic to tabs is expected to continue to decline, which places greater emphasis on content and paid media efforts.

Page name and category display on cover photo

The page name, category information and Like button will overlay the cover photo, with the profile photo overlapping more of the cover photo. This will give page fans and visitors immediate page context. Brands should ensure their page is categorized correctly and that the profile photo and cover photo artwork both align with this update.


Pages to Watch feature

Page admins can now identify other brand Pages they would like to measure any results against. These “Pages to Watch” will display in the Insights dashboard. Key information will be available at both the page and post level. Brands should use this information to better inform and benchmark future content strategy. Brands will receive a notification when their page is added in another’s “Pages to Watch.” This notification will not disclose the name of Page adding them.


Easier access to admin tools

Page admins will now be able to view information about ads, page likes, post reach and notifications no matter where they are on the page in the “This Week” navigation bar on the right. New navigation options at the top of the page will make it easier to access page activity, insights and settings. The “Build Audience” menu at the top of the page will offer direct access to the ads manager account. The addition of ad metrics to the page creates a better alignment with paid social advertising efforts and an emphasis on support for Facebook Advertising.


While Facebook design updates typically cause a stir for users, Pages should look at this change as an opportunity to celebrate a fresh new look for their brands. However, brands should continue to focus on reaching and engaging fans in the News Feed, where they are most likely to interact with brand posts.

What do you think? Are you welcoming a little change?

Brittany Singer is Social Engagement Coordinator at Moxie. Follow her @BrittSinger.

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