Saturday, February 12, 2011

What the New Facebook Pages Mean - For Users & Owners [11Feb11]

It will take some to get used to as does all things involving change, but I think I will interact more with my page friends.

Amplify’d from

One of the biggest changes is the ability for Page administrators to be logged in as the Page itself, which enables them to comment on behalf of the Page across to other Pages as well as public user profiles.

The new features will give Pages more exposure by extending their reach on the platform and are likely to drive higher engagement through new notification features. For a breakdown of what the new design and feature changes mean, we’ve laid out the core implications below.

Outreach & Page Reach
One of the key features with the new Facebook Pages is that administrators of a page can switch back and forth between their personal profiles and essentially the profile of the Page. This enables admins to comment as the page on other pages and on users pages who have public profiles.As shown with our CEO's profile above, a page can now interact with some users. This means that we'll see more interactivity and engagement from Pages directly across Facebook. The engagement is no longer confined to the page itself. Instead, page owners will now be able to do outreach and will ultimately have more reach, likely gaining exposure to their presence on the platform.
Professional Profiles
One of the many complaints that Facebook users often have is being able to keep their personal vs. professional lives separate on Facebook. Some resort to creating two separate profiles: one for work-related connections and one for personal ones. But what most users don't realize is that having two profiles is a violation of Facebook Terms of Service.What we'll likely see more of is people creating pages for their professional use and connections on Facebook. Because the new Facebook Pages look and feel similar to profile pages, the awkward barrier of clicking the "like" button on a user's page will likely diminish. With the new features and easy accessibility of switching back-and-forth between your page and profile, more users will use this route to separate their personal and professional identities on Facebook.
Greater Fan Exposure
Not only are pages getting more exposure with the changes, but the fans of the pages are as well. The new Pages defaults the Page Wall to show "Everyone." The Wall filters have been simplified to either "Posts by Page" or "Everyone." The Everyone filter is improved and provides a way for people to see not only see posts by the Page, but also by fans. This default may give fans of the page more exposure.
Curated News Feed
Because page owners can now be logged in as a Page, they also have their very own News Feed, which shows posts based on Pages they have "liked." This enables administrators to utilize their Page as something that is beyond a distribution platform, but also one for consumption. By "liking" other pages, they can create their very own curated News Feed that all the administrators can see and utilize to keep up with Pages of choice.
Promoting Staff
What's interesting is that the new Pages now enable you to not only feature other Pages, but also feature the Page owners. This is a smart move because it "puts a face" behind the logo of many pages, and makes them more personal. However, Page owners will likely tread carefully so as not to promote or feature staff members who wish to keep their profiles more private.
Increased Engagement From Notifications
By being logged in as a Page, administrators will now be able to keep up with activity more easily on their page through live notifications on Facebook. They can also choose to receive notifications via e-mail when users post or comment on their Pages. This will likely drive engagement on Pages, and fewer comments and fans will be neglected as a result.
Page Will Get More Exposure
Because you can now easily "like" other pages, it is likely to drive more connection between Pages and ultimately give them more exposure. Prior to the design, there was really no way to connect your Page to another, unless you listed it in your "Favorites." As an administrator, you're now able to actively select other Pages you'd like to feature. And the ability to be logged into a Page and "like" another page will increase and expose those connections on the platform.
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