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CONFIDENTIAL




     Language Change
     As part of a larger effort to improve user experience, increase engagement
     and promote consistency across Facebook, users will soon be able to
     connect with your Page by clicking “Like” rather than “Become a Fan.”

     “Like” offers a light-weight, consistent way for users to connect with the
     things they are passionate about. This lighter-weight action for connecting
     to a Page on Facebook means that users will be making more connections
     across the site, including your Facebook Page.
     The core functionality of Pages remains unchanged. For instance, your Page
     will still have distribution into News Feed. The purpose of this change is to
     maintain Pages’ powerful communication channels, while making it easier
     for users to connect with Pages.

     Below please find preliminary mocks of ad units that allow users to connect
     with Pages, in 1-click. Please keep in mind that these designs are not final
     and are highly confidential at this time.




                                                    IA L
                                                 N T
                                     ID E                                 Facebook Ad with



                       NF
                                                                          Engagement




                C    O
Home Page Engagement Ad




                                                                                  March 26, 2010
CONFIDENTIAL




Frequently Asked Questions
1.   Q: I’m currently running media that drives customers to “Become a Fan” of our Page or “Fan us”
     on Facebook. Do I need to update that language?

     A: No. You’re welcome to keep using this language. Over time, as users adapt to the language
     change, we recommend that you invite people to connect to your Page by saying “Find us on
     Facebook” or “Like us on Facebook”. You may also choose to put more emphasis on your custom
     URL than you used to.


2.   Q: What should I call “Fans” of my brand?
     A: You can still call them Fans. However, as users adapt to this change, we recommend saying
     “Connections on Facebook” or “People who like us on Facebook”.



3.   Q: How will users differentiate “Like” to connect to a Page, versus “Like” to show positive
     sentiments to an ad?

     A: Users will understand the distinction through explicit social context, messaging and asthetic
     differences. An Engagement ad unit, capable of making connections, will feature the “Like”
     button and show social context above it such as, “John Doe and 3 of your friends like [Page
     Name].” Standard ad units, not capable of making connections, will simply feature the word
     “Like” by itself, and may show social context above it that says “John Doe and 3 of your friends
     like this ad.”




                                                                 TI AL
                                       ID           EN                      Facebook Ad



            Home Page Ad

                          N          F
                 C      O
4.   Q: What will the News Feed story look like for Page “Likes”?

     A: We are still iterating on this. However, it will probably look similar to: “John Doe likes [Page
     Name]” with a thumbs up icon below and a time stamp. Next to the time stamp there is a linked
     “Like”, which connects any friend who clicks on that “Like” to your Page. To eliminate confusion
     and promote consistency, there will no longer be a way to give feedback on these types of News
     Feed stories—commenting or liking (in the current sense).




                                                                                                   March 26, 2010

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Fb Language Change PDF

  • 1. CONFIDENTIAL Language Change As part of a larger effort to improve user experience, increase engagement and promote consistency across Facebook, users will soon be able to connect with your Page by clicking “Like” rather than “Become a Fan.” “Like” offers a light-weight, consistent way for users to connect with the things they are passionate about. This lighter-weight action for connecting to a Page on Facebook means that users will be making more connections across the site, including your Facebook Page. The core functionality of Pages remains unchanged. For instance, your Page will still have distribution into News Feed. The purpose of this change is to maintain Pages’ powerful communication channels, while making it easier for users to connect with Pages. Below please find preliminary mocks of ad units that allow users to connect with Pages, in 1-click. Please keep in mind that these designs are not final and are highly confidential at this time. IA L N T ID E Facebook Ad with NF Engagement C O Home Page Engagement Ad March 26, 2010
  • 2. CONFIDENTIAL Frequently Asked Questions 1. Q: I’m currently running media that drives customers to “Become a Fan” of our Page or “Fan us” on Facebook. Do I need to update that language? A: No. You’re welcome to keep using this language. Over time, as users adapt to the language change, we recommend that you invite people to connect to your Page by saying “Find us on Facebook” or “Like us on Facebook”. You may also choose to put more emphasis on your custom URL than you used to. 2. Q: What should I call “Fans” of my brand? A: You can still call them Fans. However, as users adapt to this change, we recommend saying “Connections on Facebook” or “People who like us on Facebook”. 3. Q: How will users differentiate “Like” to connect to a Page, versus “Like” to show positive sentiments to an ad? A: Users will understand the distinction through explicit social context, messaging and asthetic differences. An Engagement ad unit, capable of making connections, will feature the “Like” button and show social context above it such as, “John Doe and 3 of your friends like [Page Name].” Standard ad units, not capable of making connections, will simply feature the word “Like” by itself, and may show social context above it that says “John Doe and 3 of your friends like this ad.” TI AL ID EN Facebook Ad Home Page Ad N F C O 4. Q: What will the News Feed story look like for Page “Likes”? A: We are still iterating on this. However, it will probably look similar to: “John Doe likes [Page Name]” with a thumbs up icon below and a time stamp. Next to the time stamp there is a linked “Like”, which connects any friend who clicks on that “Like” to your Page. To eliminate confusion and promote consistency, there will no longer be a way to give feedback on these types of News Feed stories—commenting or liking (in the current sense). March 26, 2010