New Facebook Page features
Businesses using Facebook Pages were notified this week of big changes coming to Facebook Pages, with guides all over the landing page when a Page administrator logs into the Facebook Page. The biggest update to pages is the rollout of Timeline for Pages, just like the social media giant did for personal profiles, which is already accessible by brands.
There has been a lot of buzz surrounding the changes with supporters hailing the ability to brand more effectively, while critics lament the Timeline aesthetics and function regardless of whether it is on a business or personal account.
Regardless of where you fall on the spectrum, the new features added when Timeline is activated mean two things for brands – (1) a cover photo can be added which is much like a billboard with a lot of available real estate, and (2) there is better control options for content.
The simple new features can benefit brands
The above image is how a brand’s update looks without any adjustments, just as it was created on the page. This is how it traditionally appears, with few aesthetic changes. But, Facebook has now added controls, as seen by hovering over the star or the pencil in the corner of each update (which can only be seen by the Page administrators):
When a picture, link or update is “highlighted,” it takes up the entire width of the Facebook Page and stands out from other updates, like so:
What this means for brands
If you post frequently, being able to pin something to the top of the updates or to highlight it, allows relevant content to stand out, so for brands that want to welcome people to their page, this is a great way to do so, front and center. If a brand is running a special or has big news like a high profile hire, a round of funding, a new product launch or the like, a highlighted update pinned to the top will keep it visible to Page visitors.
Remember, after someone “likes” your Facebook Page, they typically interact with the brand through their newsfeed and not the actual Page, so the above options are primarily for new visitors, to capture their attention on the most relevant information possible and make the most of branding on Facebook.