Facebook Pages revamp and what it means for marketers

Facebook's red-headed cover model has become an iconic image this week amongst marketers abuzz about the latest changes.

Facebook's red-headed cover model has become an iconic image this week amongst marketers abuzz about the latest changes.

On the heels of improvements to the Facebook news feed, Facebook announced on Monday that it will be moving forward with a redesign to Facebook Pages - a move that it hinted at last year. The redesigned pages feature a simplified look, moving from the staggered two-column layout brands have been accustomed to, to a layout that is much more similar to personal profiles with all content in the right-hand column and business details, photos and "About" information in the left column.

Marketers will appreciate the new metrics section on the right-hand side of Facebook pages which will highlight weekly ad performance, page likes and post reach, in addition to a count of notifications and messages. Another feature worth digging into is the "Pages to Watch" section which will allow you to watch the metrics and performance of competitor pages. This features has been rolled out slowly over the past months and will become more widely accessible with new timeline updates.

The tabs that many marketers presently utilize to drive traffic to custom applications and email subscription tools, which previously lived below the timeline photo are now buried beneath a "More" dropdown below the timeline cover photo. This presents unique challenges for businesses who have been utilizing that real estate to drive subscriptions, however, tabs have historically never been a great source of traffic for the bulk of businesses. As before, if marketers wish to drive traffic to the pages or tools that live in this section, some purposeful promotion through organic posts or paid Facebook advertisements will be required.

Blogger Jon Loomer speculates, "The loss of tabs may actually increase engagement since your content will now be immediately below your cover photo." Time will tell, as with all Facebook changes, and we're interested to hear how this impacts your brand. Please comment below and let us know what you see and how it affects your strategy.

1 Comment

Danni Eickenhorst

Growing up, I was easily the most intense and passionate kid in my small town. If I wasn’t walking the streets with a mason jar to raise funds for the MDA telethon or a family in need, I was advocating for a 5K or some other cause that tugged my heartstrings – that I was sure I could impact. Back then, I wasn’t necessarily tactful or overtly strategic – but I was successful in winning the hearts and minds of the people around me and getting them involved in making a difference too. I like to think that its that same bright-eyed optimism that’s gotten me to where I am today – the unwavering belief that if I can share the story that I believe in, others will get on board and help further the cause. Today, I am a marketing consultant specializing in digital and social strategy for non-profits, the public sector and small businesses. I’ve been fortunate in my career to play an active role in making the St. Louis region a better place to live through my work with Great Rivers Greenway, Bike St. Louis, The Trestle, The Salvation Army, United Way of Greater St. Louis and others. For the highlights, look below for my portfolio of work. I also serve as a board member for Social Media Club of St. Louis. In this capacity, I am presently overseeing the launch of a new event specifically targeted to help non-profits utilize social and digital media to develop brand ambassadors, and to help them reach and exceed their fundraising goals. Today, you will still find me mobilizing people for the causes I care most about – but I’ve retired my mason jar, and mastered the digital sphere. Instead of standing on a soapbox, I’m coordinating major media attention. Instead of holding lemonade stands to raise funds, I’m writing powerful content and working with some of the best minds in the region to see that change is realized. You know the saying… “The more things change…”