March 5, 2012 1 Comment
Facebook announced last week that it would be switching Pages – its online offering for businesses, organizations – to the same Timeline format it began rolling out for its personal users months ago. No longer will visitors to a business’ Facebook page be greeted by a landing tab to entice consumers to “Like” them. Now the previous conversations on the business’ timeline – which are more easily accessible under the new format – will have to attract new subscribers.
The idea makes some sense. Since Social Media emphasizes two-way conversation (as opposed to the one-way shouting of an advertisement), wouldn’t you want your conversations to be the focus of your Facebook page? But what will this impact mean in reality for for businesses and organizations using Facebook?
What new opportunities does this change provide? What challenges does it provide?
We discussed this topic – at least in a healthcare context – last night on the weekly Health Communication and Social Media Tweetchat that I participate in most Sunday nights on Twitter. One participant noted that the Timeline format, and the ease it provides in accessing older content, allows businesses to engage their audience using older content. Another participant noted that the new format allows page viewers to send a private message to the administrator of that Facebook page, even if said viewers don’t “like” that page.
I’m a little skeptical of the latter point. A private message on Facebook is essentially the same as an e-mail (or a direct message on Twitter), so I have a hard time considering that “engagement” in the Social Media sense. But making it easier for current and potential future customers to contact you via Facebook could build more trust. You need to make sure, however, that the administrators can truly speak on behalf of your company. Ideally, they will be actual employees of your business. But since that may not be economically feasible in this day and age, a really good agency with outstanding knowledge of Social Media, consumer engagement and your brand could do this too.
What do you think of this change? Do you see Facebook going to the Timeline format as a positive for businesses and organizations? A negative?