Facebook is upgrading all Pages to a new timeline-based format on March 30, 2012. The key changes include adding a cover photo, reorganizing tabs and the About section, highlighting friend activity and pinned posts, and providing more analytics through Insights. Page owners should choose a cover photo, update their About text, feature important apps and posts, and monitor Insights to improve their Page's performance on Facebook.

1. 11 THINGS YOU NEED TO
KNOW ABOUT NEW
FACEBOOK PAGES
CARI SULTANIK
MARCH 24, 2012

2. CONTENTS
1. Timing
2. Cover photo
3. Tabs
4. About section
5. Apps
6. Friend activity
7. Pinning and highlighting
8. Milestones
9. Page names
10. Personal messaging
11. Insights

3. TIMING
• All Pages will be automatically upgraded on 3/30/2012.
• You can preview and choose to publish sooner.
Current layout New (timeline-based) layout

4. COVER PHOTO
• Currently you have a profile
picture at the top of your
Page.
• You will now also have a
cover photo that can provide
a visual impact that
represents your
brand, products, or services.
• Ideal size for a cover photo is
851x315 px
• Cover photo images cannot
include:
• Price
• Purchase information
• Contact info
• Calls to action
• References to FB features
such as “like” or “share”

5. TABS
 Your current “tabs” appear on  In the new format, the tabs
the left side of your layout. appear beneath your
header.

6. ABOUT
• Currently the “About”
information appears on the
left side of the Page.
• In the new layout, it appears
directly below the profile
picture.
• Depends on classification
of the Page
• All show total Likes and
“people talking about this”
• Local business pages
display:
• Address
• Contact numbers
• Opening hours
• Brand pages list copy
written under About
section

7. APPS
• Now show to the right of About section
• Appear with thumbnail photos instead of text links
• Four app titles above the fold; first is “Photos” by default and cannot be
changed
• Can no longer set default landing tab
• Can create and “pin” posts that link to custom apps
• Fangating still permitted but no longer the first thing people see

8. APPS
• To edit which apps you display:
• Dropdown icon to right of tiles
• Use + button to import apps
• Hover and click pencil to swap

9. FRIEND ACTIVITY
• In the top right of a Page’s
Timeline’s feed, visitors see
the count and faces of
friends who Like your Page.
• This is followed by one
update from a friend
mentioning the page that
Facebook’s algorithms
deem especially
engaging.
• You have little control over
this section.
• Keep it from amplifying
negative mentions of your
page by hiding or deleting
those posts when first
published.

10. FRIEND ACTIVITY AND POSTS BY OTHERS
• Negative mentions can be minimized, and Recent Posts by
Others can be disabled.
• Admin Panel > Manage > Edit Page > Manage Permissions >
Only show posts by Page and friend activity on your Page until
reviewed by an admin OR Show the box for “Recent Posts by
Others” on the top of the Page

11. PINNING AND HIGHLIGHTING
• You can pin your best
posts to the top left spot
of the Timeline feed.
• You can pin posts that link
to a particular tab.
• Pinned posts appear in
the top left of the timeline
for 7 days (after which
they return to the date
they were originally
posted).
• You can also highlight
important posts through-
out the Timeline to make
them display the full width
of the page.

12. MILESTONES
• In addition to
status, photos, videos, and
questions you would
normally publish, you can
now also publish Milestone
stories.
• These updates will be
favored by Facebook’s
EdgeRank algorithm and
may receive more
impressions in the News
Feed.
• Milestones display at the
full width on your page
with a special flag icon.

13. PAGE NAMES
• Facebook never allowed Page • Page names will be able to
name changes once you had be changed with new
100 fans. pages (rumor has it).
• Admin Panel > Help >
Request a name change
for your Page

14. PERSONAL MESSAGING
• Until now, fans could not • Messaging is now
message a Page directly. automatically enabled so
your fans can message your
Page and you can reply as
your page name, not with
your personal name.
• This can be disabled
• Under Admin Channel
• Manage > Edit Page >
Manage Permissions >
Show “Message” button
on Page

15. INSIGHTS
• The new format uses an Admin Panel, which includes:
• Notifications
• New Likes
• Insights
• Messages
• Options for Page management, help, and marketing are
under the Manage, Build Audience, and Help buttons.
• You can hide the Admin Panel.

16. INSIGHTS

17. INSIGHTS
Take the tour!

18. IMPORTANT TO-DO ITEMS
• Choose or create a beautiful cover image that represents
the heart and soul of your brand.
• Write a short and compelling “About Us” description.
• Feature your most important apps after photos.
• Pin the post you want to drive the most traffic to each week.
• Highlight great historical posts by you and your fans.
• Create milestones when you have important events in your
business.
• Hide or delete embarrassing, out-of-date, or negative posts.
• Monitor your insights closely to identify what types of content
your fans are most likely to engage with and share.

19. BACKGROUND
• Cari Sultanik is the Director of Interactive Account
Management at FulcrumTech.
• Prior to joining FulcrumTech, Cari served as Director of
Social Media and Community at Nutrisystem - the leading
home-delivery weight-loss company - where she initiated
and managed social programs to successfully establish a
strong social media presence.
• She has also helped numerous brands and nonprofits
develop and execute robust social media strategies as a
Marketing Internet Strategy and New Media Consultant.
• In addition, Cari’s career experience includes user-
centered design and engagement positions at Electronic
Ink, a Philadelphia-based User Experience Design firm, and
Advanta, a business credit card company.

20. BACKGROUND
• Mitch Lapides leads the FulcrumTech team, which has
deep expertise in management, strategic
planning, marketing, publishing, technology, and
implementation.
• Mitch’s background includes:
 20 years in electronic publishing
 Consistently delivered double-digit growth for electronic
publishing operations
 Delivered over 100 software and website-development projects
(as large as $30 million) from concept through launch
 Known for carefully architecting solid business strategy followed
by the creation of an efficient organization to deliver against
those plans
 Executive Vice President, Electronic Products, for Reed Elsevier’s
$1-billion Health Care Division
 Group Vice President and Chief Technology Officer at Gartner
— led gartner.com ($400 million website) through a complete
re-creation organizationally and technologically

21. FULCRUMTECH CONTACT INFORMATION
 Mitch Lapides, President and CEO
 Email: mlapides@fulcrumtech.net
 Twitter: @mitchlapides
 Phone: 215-489-9336
 Website: http://www.fulcrumtech.net
 Cari Sultanik, Director, Interactive Account Management
 Email: csultanik@fulcrumtech.net
 Twitter: @carisultanik
 Sign up for our newsletter today:
http://www.fulcrumtech.net/newsletter/