How to Brace for the Facebook Page Redesign

This Time It's the Brand Profiles That Are Changing

By Published on .

David Berkowitz
David Berkowitz
Facebook is planning to redesign its advertiser "Pages," according to reports. And while the social network has yet to announce the changes publicly, many of the leaked changes will affect top page holders such as Barack Obama, Coca-Cola, Mr. Bean and any marketer with a Facebook page. Here are three of the biggest changes coming, along with tips for what marketers can do once the redesign is enacted.

Pages will soon have tabs, making them resemble Facebook profiles. The larger, interactive applications will be relegated to a boxes tab, so they'll no longer appear on the front of the page. Narrow applications may still appear on the front, beside the "wall," where a page owner and fans can share updates.

What to do about it: The quickest fix is to update the page's main image with any key branding and messaging. This can be changed as new campaigns go live. Marketers should consider adapting applications to fit on the front of the page where appropriate, even if it's just as a teaser for the main application that resides on the boxes tab. Lastly, upload photos and videos more often so that the update appears on the wall on the main page screen. This should make the page more visually appealing while increasing visitor engagement.

Information shared by pages will show up in Facebook users' news feeds more often, presenting expanded opportunities to attract new fans. Page owners will also be able to set status updates, just as Facebook users do.

What to do about it: Update the page regularly. Now much of the value will come from posting updates to the page itself and changing the status, rather than sending messages directly to all of the page's fans. Marketers who take the most active role in keeping their pages fresh with regular updates will benefit the most. Just make sure every update provides some sort of value to the page's fans.

Since there will be multiple tabs, Facebook ads can set any tab as a landing page.

What to do about it: Consider where consumers will reap the most value from the page and direct them accordingly. If the richest content is in the photos or boxes tab, set that as a landing page. Also consider tests of sending consumers to different tabs to see which ads perform better.

Most importantly, if you have a Facebook page, visit it daily, as Facebook often launches changes with little notice. Share this post with any resources that were involved in setting up the page, such as those in creative, development, media, copywriting, or elsewhere. Lastly, if you don't have a page, now is a good time to start formulating a strategy, though you will probably want to wait until the redesign goes live to launch it.

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David Berkowitz is director of emerging media for 360i. He blogs regularly at Inside the Marketer's Studio.

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