Posted to Ben Finklea's blog on March 10th, 2009

Facebook Gives Brands More Freedom

Just when you thought socializing your company online couldn’t get any easier, Facebook holds an open door conference. The social networking goliath’s Mark Zuckerberg announced a new “philosophical change in the way that we want to converge the(se) public figures and friends,” in its “Pages” feature. Pages are now similar to user profiles, and will now sport “The Mike Arrington feature”, as coined by Facebook’s Chris Cox, the Director of Product Development. The Arrington feature eliminates the limit on 5K friends. This way you can be connected to more than 5,000 people: more people can follow your updates, get your messages, interact with your brand.

Some of the big-named brands have already jumped on board. Facebook announced that they have CNN, U2, Barack Obama, Oprah Winfrey, and Lance Armstrong as launch partners for the redesign, and these are just a few of 27 and growing partners they have. Cox wants us to think of it as a new homepage. Brand Pages will have tabs, making them resemble regular profiles. In a effort of relegation the larger, interactive applications will turn into boxes tabs, so they’ll no longer appear on the front page. Smaller applications may still be on the front, on the wall, where updates can be shared. You should adapt or create applications to fit the front page when appropriate, maybe a teaser to a bigger application. You can also upload photos and videos more often so that the update appears on the wall of your main page. This should make it more appealing.

Since you will now feature multiple tabs, you can have the option to choose which page you want as your landing page. What tab or page has the most value to your brand and direct them there. Keep in mind that Facebook often makes changes on very short notice, so it’s good to have someone check it on a daily basis. If you are having a hard time wrapping your mind around it, think of it as a Google analytical update for socializing. Just as Facebook is doing for you, make sure every update you make on your page provides some sort of value to your friends.

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