Unless you haven’t logged into Facebook over the last few weeks you’ve probably noticed there have been some updates to the layout. You can read a summary of all these changes on Facebook’s blog.
Here at Sitewire we’ve been experimenting and trying to understand what this update is going to mean for fan pages. While the final shake down of these changes hasn’t completely come to pass here our some of our initial concerns and things we’ll be monitoring on the pages we’re managing:
- “Top Feed” (previously, “News Feed”) is the default view, and only shows content from people and pages that the user interacts with most often, based on an algorithm that’s not fully defined quite yet. According to Jeff Widman of Brand Glue only 2 out of 1000 updates get posted on the home page feed.
- Pages list – the pages list has gone missing. Previously, users could easily click “Pages” from the left hand navigation and see all updates from fan pages they follow.
- Updates – Updates are basically Facebook messages (like email) that pages could send to fans. They show up in a special section of the inbox. Now, users can view messages in the notifications bar without ever visiting the inbox. However, the only way to know there are new updates is to visit the inbox. Even then, it’s only a bit of light grey text that shows up in the left hand navigation, they’d still have to click through that in order to see the updates.
- Notifications – users used to get notified by activity from applications, meaning if your brand had an app associated with your fan page you could reach them that way. That got overwhelming due to apps like Farmville and is no longer supported.
Visual (click to enlarge):
It seems like an overall trend that will make it more difficult for pages to connect with people on Facebook, even with people who are already fans. We’ll be adapting our plans to focus on increasing interactions to maintain visibility and will continue to evaluate how Facebook fits into overall social media strategy after these changes.
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