The Big Facebook Upgrade
Late last week, Facebook rolled out a major upgrade to Facebook Pages. Here at Mandate Media, we thought we'd summarize those changes for you - and point out some of the strategic implications for political campaigns and nonprofit organizations.
Facebook is giving page owners until the end of the month to upgrade, at which time all pages will be automatically bumped. Here's what you'll find:
The first thing you'll notice is a new design layout. Like personal profiles, the new page has a strip of photos across the top.
The new pages include a feature that answers the most common question we get from our clients: "How do I post on my page as myself, not just as my page?" This was once impossible, and Facebook's now made it easy - if you just change one setting.
Your Facebook page can now have a life outside the page itself, dramatically boosting your ability to get organic fan growth. That's right -- Senator X or Americans for Z can now wander around Facebook clicking "like" and commenting on other pages. (For now, just on pages - not personal profiles.) By engaging people on other pages, you'll be raising their awareness of your page and bringing in more fans.
While you're using Facebook as your page, take note of a few new features:
And that highlights another change: Your Wall is no longer in chronological order. Much of the criticism of these latest changes is about this shift - which attempts to show Page visitors the most interesting stuff. (It emphasizes your posts over fans' posts, and emphasizes posts that have more likes and comments - especially from that visitor's friends.)
This change is a positive one - since the people who visit your page are most likely new visitors, and you want them to see the best stuff. Pre-existing fans mostly interact with you when your posts appear in their News Feed. So, don't sweat it.
And finally, one more big change: You can now identify the people that manage your page. This doesn't make sense for candidates, but for organizations, it can be a great idea to help your fans make a personal connection.
There are some other changes as well, but this covers the big ones that have strategic implications. Have fun, and remember: Facebook is a conversational medium. Don't just speak - listen and respond.
And as always, feel free to drop us an email or pick up the phone if you've got a specific question or problem. We're here to help you change the world.
Mandate Media helps progressive political campaigns, nonprofits, and businesses integrate strategy with technology.Learn more about what we do and meet the team. However you're changing the world, we can help you win.
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