Update: In July 2016, the new Facebook pages have been modified again. We did this new post on the subject so that you stay up to date on the subject.
If you use Facebook often you must have seen that several personal profiles have been changed into a new layout profiles with timeline . At first, however, these changes were limited to only those profiles, not the business pages.
However, Facebook announced the extension of this new layout to Business Pages (Fan Pages old), and on 30 March the new design has become mandatory for all companies that have a fan page.
The changes have a profound impact on how companies do marketing on Facebook. Below, you can see what are the main changes are, how they impact on business and what are the best practices to adapt to the new layout.
One of the most effective strategies to get new fans was called Like Gate , consisting of a tab with content “hidden” behind a call to action , revealing the content only when the visitor clicks on Like and turns the company ‘s fan.
With the new layout, Facebook disabled the option to set a tab as the default homepage. This change is possibly the most negative for Marketing, since, according to informal surveys, companies that used the flap welcome generated approximately 50% more conversion than those who did not use this feature.
This does not mean, however, that Facebook has ceased to be an excellent marketing tool . There are several new developments that have changed for the better and add value to the pages and if your company uses ads from Facebook, you can still direct visitors to the custom tab.
For Marketing, a positive change worth mentioning is that, according to research from WildFire, the feedback rate on individual and tanned posts the same increased on average by 40% and 60% respectively, and the number of comment multimedia content (images and videos) also increased significantly.
Right away, the main change is the inclusion of the Cover Image, or cover image . This is a featured picture at the top of the page, just above the profile photo. The size of the image is 851 x 315 pixels, and the profile image now has 180 x 180 pixels.
It is important to choose a profile image that is visible when reduced to 32 x 32 pixels it is at this size it appears in the News Feed, where most people read, likes and comments on posts from your business. The choice of this image, so it is essential if your company wants to stand out and be seen among other posts.
One of the things that is being widely used by brands is the “interaction” between the cover image and profile photo. Once the profile image overlaps a little cover, you can make the profile image is part of the cover image. An example of this is the page of Digital Results :
Before choosing the cover image, watch out for the rules and guidelines of Facebook not to run the risk of being penalized. Some of these limitations refer, for example, can not put discounts or coupons on the cover image as well as contact information and calls-to-action.
In the old layout, Bio company and links to the Applications pages were in the sidebar of the page. With the change, these two features have gained a more prominent position just below the Cover.
Applications, which appeared next to a small icon, are now viewed more easily by those who access the page. These applications are highlighted by a customizable image of 111 x 74 pixels, and by default, only four application pages are visible to the visitor. Your company has complete freedom to choose which applications display as a highlight. The exception however is the first application, providing access to the company’s photo albums.
To edit the pictures highlight and layout of applications, just click on the “arrow” which is right the 4th application and then position the mouse over the image you want to change or the application to which you want to highlight and order click on the pencil that appears in the upper right corner.
As we said earlier, the main “loss” for the Marketing with changing pages was the impossibility of defining a default Welcome Page, ie the visitor always arrive right on the main page. What we recommend to minimize this loss is to make visible an application with this Welcome Page and put a picture that catches the visitor’s attention and instigate you to click and access the page. There are several ways of doing this, such as offer some material on this page.
It is worth repeating here that if your company uses Facebook Ads, you can generate direct traffic to the Welcome Page. We talk more about this getting fans tactic in eBook Free: Introduction to Marketing on Facebook .
In the image below, an example of Bio and featured apps in the Red Bull page:
Another novelty that comes to Pages is the Timeline. As the name suggests, it is possible to “tell the story” of an interactive and intuitive way now, since all the posts and photos of the company are arranged in chronological order.
Among the resources brought to the Timeline, two of them stand out for the importance for Marketing on Facebook: The milestone (or “milestones”) and the option to “fix” a post on the top of the timeline.
The application of milestones vary widely from company to company. The Ford , for example, put in your timeline some important launches and achieving goals since its founding in 1903. Other creative examples can be found on Mashable .
To create a milestone, just scroll down the page a little down and the option will appear at the top of the page. The image will be highlighted in milestone has 843 x 403 pixels in size.
Two other features that come with layout changes are prominent posts in the timeline and the ability to establish a post at the top of the page.
The highlight of posts serves to broaden particular post so that it takes up both sides of the timeline. This feature is very interesting when the post comes to an image or material that is used for visual appearance to draw attention.
Have the possibility of establishing posts at the top of the timeline is quite useful, for example, to promote some material developed by his company, highlight some promotion being held, among others.
After changing the layout of the pages, this function has been considered one of the main ways to generate Leads through Facebook, just the ability to highlight certain posts on the page. For this reason, it is important that you change this image and promote new content weekly, as every seven days this post back to your place in the timeline.
Still on fixed posts at the top, the search WildFire cited above, showed that these contents, especially when there is a striking image, have on average 50% more tanned and almost twice as many comments as a regular post of the page.
In the educational materials .
Now fans of the page can send private messages to the easiest company. This function facilitates the conversation with a fan without the need to make public this message exchange and your company can use it to solve a consumer problem making this function a kind of SAC.
Although we do not recommend limiting media fans to the company, this function can be disabled through the Site Edition accessed by the Panel.
The page administrators earned an excellent resource called the Panel, which can be accessed via a button in the upper right corner of the page. In this panel, show the latest notifications from people your likes or commented on a post, new fans, last received private messages and a graphic summary of the scope of the posts.
This new panel is of paramount importance for page management, as it brings together the most important information for the company in one place.