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    RI Facebook Brand Page Updates RI Facebook Brand Page Updates Document Transcript

    • RESOURCE INTERACTIVEFacebook Changes to Brand Pages thOn Thursday, February 10 , Facebook announced an anticipated redesign for Pages affectingbrands, businesses, celebrities and media figures. You‟re likely already familiar with the newpage design from your personal page, and now many of those same changes, including a fewothers, are extended to Pages.The changes revolve around 4 key areas: layout, administrative functions, moderation of content thand technical updates. Brands have until March 10 to preview these changes, but after this dateall Pages will automatically switch to the new design and functionality.Page owners and administrators must take action now to address these changes. We‟ve includedour recommendations below each of these main points: 1. Explore the new layout, and how to take advantage of the new thumbnail presentation. o Select appropriate image, size and quality (resolution) to ensure the best experience possible in the new image viewer. o Select icons to appear at the top of your Pages or next to applications. o Brands must now more carefully consider strategies to drive traffic into sub- pages, shopping apps and custom content with the removal of the tab approach. 2. Carefully experiment with new administrative settings to understand how your communication strategy may be impacted. o Create or use existing test pages and get comfortable with how to toggle between new settings to post on the brand page (i.e., between personal page and as a brand admin). o Identify who has the authority to speak on behalf of the brand (i.e. brand spokesperson, customer service teams, or brand only). o Ensure you are not using a personal profile to toggle and post on the brand page. Instead, create a business-specific profile if you use this tactic. 3. Decide how you want to leverage the new moderation tools. o Use the keyword-based spam filter tool to take quick action when your page is being spammed by building unique filters to mass-exclude comments that follow a predictable pattern. o Consider what profanity filter level is appropriate for your brand. 4. Evaluate the technical changes introduced by the use of iFrames on pages. o Consider how your custom content can be integrated using this approach and have a more seamless experience within Facebook (without the reliance on the Canvas app). o Distributed Commerce Platform users should not need any significant changes made beyond minor tweaks to the UX and style guide, since this change aligns with our current implementation approach using iFrames.Overall, these are beneficial changes for brands, and should help enable more functionality,control, and an enhanced set of presentation options. The following takes a deeper look atindividual changes specific to your branded Facebook page.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 1
    • RESOURCE INTERACTIVE1. Layout Changes and ImagesThe most visible change is the removal of tabs across the top of the page, which moved to the leftnavigation under the profile picture. The list of apps now includes icons displayed next to eachname. There are now five thumbnail images stretched above the wall, which display the last fiveimages posted to the brands wall by an administrator.The inclination to leverage the 5 photo spots for a continuous image may be apparent; however,Facebook has these spots set up for randomization. You can use these spots for standaloneimages that follow a cohesive aesthetic that feature new product launches or programs. Figure 1: Layout changes shown in the example with Levis highlighting core products in thumbnail imagesThe tabs, which previously appeared horizontally across the top of the wall, have been moved tothe left side below the profile image. This is a significant change to the user flow, which in ouropinion will reduce the page views for most brands on custom content and shopping apps, atleast in the short term until users become familiar with the new layout. As a result, brands shouldincorporate this into messaging strategies and test tactics to drive fan engagement across theseapps. It remains to be seen how this will positively or negatively impact views of sub-pages andcustom content, and we will be watching it closely.Two minor changes also coincided with this move. Icons now appear next to applications andsub-pages, and the space allows for more text to appear describing your sub-pages. Whileapplication icons are small, we expect these will provide smart visual cues to users that can helpdraw attention to these apps. Brands should think about icon design unique to each application orsub-page.2. Changes to Admin FunctionalityThe most notable change to admin functionality includes the ability to log in as the brand. Toenable this, a toggle has been created to switch between the user‟s role of page administrator oras your own profile. The result is that users with Admin rights can now post content on the brandpage as themselves.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 2
    • RESOURCE INTERACTIVE Figure 2: Page administrator toggle options between "self" and "admin" (brand) pageThis change gives brands the ability to assign representatives (i.e., customer service, marketingmanager or celebrity) to communicate to their fans directly on the brand page on behalf of thebrand. Through the "Featured" portion within the admin page settings, Pages can choose toidentify and visually represent a "Page Owner" by selecting an administrator to be visuallyidentified on the wall as associated with the brand. This should help add credibility andauthenticity. Figure 3: Option to select “Add Featured Page Owners”Because Page administrators featured as Page Owners will display the profile image associatedwith the user profile, brands employing this tactic should create brand-appropriate profilesdifferent from personal profiles. Brands should ensure representatives message users asthemselves, and indicate they are from the brand if it isn‟t obvious from the username.For brands that already allow everyone to post on the wall, the new format will facilitate increasedengagement with fans, because brands can now use representatives to address specific topics,provide celebrity endorsements or unique content, or address customer service issues head-on.Brands should begin thinking about how these tools will impact their communication strategy anddevelop guidelines around posting on fans‟ pages and other Brand pages, which is now possible.A consequence of these changes will also mean discussing how Brands should deal with otherBrands, including competitors, who may also post directly to the Brand wall. The new toolsintroduced in content moderation will be useful to Brands in this situation.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 3
    • RESOURCE INTERACTIVE3. ModerationFacebook has added moderation tools within the page permissions for Facebook admins, mostnotably greater flexibility for keyword filters and profanity levels. Brands should identify how touse the new moderation settings and perform due diligence to see potential overlaps with rdexisting, 3 party moderation tools.Admins can now set up keyword spam filters, triggering comments or posts including blocklistedkeywords to be automatically marked as spam. It is important to note that when content is markedas spam, it is hidden from the overall brand fan community, yet the post remains viewable for theperson who posted the comment. In essence, a person is not notified that their post has beenblock listed and removed. Figure 4: Moderation blocklist featured within page administrators "Manage Permissions"Profanity filters are now offered by Facebook, which will block the most commonly reported wordsand phrases marked as offensive by the broader community. Pages administrators can nowspecify filtering levels of “Strong”, “Medium”, and the default setting of “None”. This newfunctionality will aid brands in the automatic moderation of their pages. Brands can test thesetting by using a “Medium” filter and adjusting accordingly.Page administrators will notice that the ability to sort by “Brand + Others”, “Just Brand”, “Others”and “Spam” has been revised to sort by “Everyone” and “Brand”. Brands should identify how tofilter pages for their fans, either by “Everyone” or by “Brand”. Start by selecting “Brand” only toeliminate the clutter for your users.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 4
    • RESOURCE INTERACTIVE Figure 5: Old and new admin filter options.4. Technical ChangesTab applications can now be built with iFrames, allowing for functionality that was previouslyreserved for Canvas applications to now be implemented into Tab applications. Tab applicationsare now essentially portals to load externally hosted web content.The introduction of iFrames means other improvements for the user experience. Clicking toactivate Flash content is no longer necessary, and „Like‟ buttons are now officially supported inTab applications. thHowever, FBML is no longer supported and will be deprecated on March 11 . All applications thathave been created with FBML will continue to work indefinitely, but future applications must usethe iFrame implementation.Our Distributed Commerce Platform in the tab is already built using iFrames and does not rely onthe Canvas application. Therefore, we don‟t expect any changes to our solution beyond makingadjustments to the user experience and style guide to ensure a seamless presentation to theuser.In ConclusionWe think this is a round of positive improvements for both brands and the Facebook community.The majority of activity is already focused within the stream, and the page layout changes reflectan effort to de-clutter the stream experience. Unfortunately the impact to traffic driven to unique,custom content on the former Tab design is not yet known. In the meantime, brands shouldcontinue to focus on engaging messaging in the newsfeed to draw attention to custom content.For brands, the changes also mean a more sophisticated and targeted approach to thecommunication strategy, along with enhanced tools that are long overdue.Several brands have already taken the plunge and are using the new layout. It doesn‟t hurt to justdive in as well, provided you have actively tested the experience prior to making the switch, asthere are clear differences between the old and new version that must be understood. As anadmin, you want to be comfortable with the changes and how to maneuver in this new layout.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 5
    • RESOURCE INTERACTIVEIf you need further assistance, our Social Marketing & Media team at Resource Interactive is happy to walkyou through the changes in more detail. Contact Andy Kennemer by email at akennemer@resource.com, orby phone at 614.410.2185.©2011 Resource Interactive. All rights reserved. February 16, 2011 | 6