The Evolution
Just when everyone was getting comfortable with the last fall's redesign, Facebook is changing the game again. So what does the social network powerhouse have in store? How about a simplified publishing model, elevating real-time activity, rounding out the corners of the design, oh, and changing the way we interface with brands and fan pages. The future is here right? Well, let's see.
Power to the People!
The new profile home page is giving more power to the users. Win right? Yes! Filters allow you to completely customize your feed quickly. Get the content you want and follow the people you care about most. The stream is getting faster, smarter and cleaner. Publishing content has become easier and faster as well. Posting directly from your wall increases the likelihood of continuing the conversation. I love changing a simple thing like asking, "What's on your mind?" instead of "What are you doing?" It entices users to pontificate a bit. Share thoughts as well as activities. Not unlike another social friend of mine that rhymes with twitter.
Let's All Sit Down, Brand. We Have Something to Say!
Not a bad start. But the biggest change is the integration of Fan/Business Pages into the rest of the Facebook system. It appears Facebook is inviting brands to come down from their lofty MarketingPushDown Mountain to the villages where the people are. Win, right? Well for the most part, yes!
With the new design moving away from the one container box style to the wall and tab system the rest of Facebook already employs, it really places the brands into your friends list and daily interaction. But the real question is: what will it take for brands to stay relevant in your daily feed?
To steal a quote "So many of the brands on Facebook are acting like brands." -David Lewis
I agree and I don't think this is going to hold weight much longer. With the prominence being placed on the Fan Page mini-feed/wall and shelving more of the larger interactive modules to a "boxes" tab, the onus is on the brand to both bring something to the table, as well as, not abuse the power of status blasting. A smart curriculum of listening, responding and participating is going to be the key.
I Love You Because You're You!
Here is the kicker. Conversation, transparency and openness is always king, right? Then brand identity, unique experiences, and engaging experiences have to be the queen. These are what make our brands unique. Some Fan Pages have taken great steps to bring unique interactive experiences to the table that delight their fans.
So as something that is getting lost in the shuffle, how do brands maximize their identity and continue to entertain their users? By using a smart status updates to notify users of brand insights. Be playful, bring something to the table that's unique and let your fans play. Share exclusive content.
Overall it's a much-needed step in evolving the way we deliver and engage with our own inner circle as well as giving a clear channel for us to engage with our favorite brands. I'll take that as a win.
Dwayne Raupp
Strategists & Planners
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