Well, we knew this was coming. We just weren’t sure exactly what it would look like and when it was coming. We have been researching the changes all day and how it will impact social strategy. We’ll first walk you through a few of the basics, followed by our take on the changes and how they will affect you.
Suffice to say, it hasn’t! Facebook’s Product Director, Gokul Rajaram, told Mashable that, “The goal is to make Pages more social and more engaging.” While that might be the goal, we disagree that it will be the outcome. Less than 1% of users ever return to your page after the initial visit . That’s a fact. We can prove this by looking up the number of people who go directly to your fan page wall each day. Facebook can change the way pages look, but as long as there is a newsfeed, they can’t change the behavior of users.
While designers are elated with the change, our focus remains unchanged. Other agencies and social managers are clamoring to create the most awesome cover photo. BrandGlue, as always, has its nose down in the data, searching for ways to help you more effectively reach your audience.
Now don’t get us wrong; you should certainly work to create aesthetically pleasing cover art and leverage the new changes in any and every way you can! However, we believe that at the end of the day, the brands that are focused on creating interesting, relevant, and engaging content will be the most successful on Facebook and actually reach their fans.