A whole new Page
Facebook announced yesterday that all business Pages are being converted to a 'Timeline' format and thereby left everyone who maintains a Page with some decisions to make and work to do. The blogs Inside Facebook and Likeable provided helpful lists of the major changes while Brainyard provided a walkthrough of what it is like to manage the conversion to the new design. Kikolani compiled a lengthy list of the Pros and Cons and Facebook itself created a FAQ for the new Page designs.
The new Pages have obvious visual appeal but some marketers may find it harder to manage their objectives through them. Most notably, the ability to specify a default landing tab is gone, and with it the ability to immediately greet newcomers with the benefits of Liking the Page. The good news is that, once you get the visitor to a custom tab, you can delight them with a width of 810 pixels compared to the previous 520. The concept of a Timeline itself might be difficult for brands that want to emphasize their immediate benefits and not a recounting of their past efforts.
Early adopters do seem to be having fun with their new options. Brandchannel and Ad Age did not have any trouble finding examples of beautiful new Pages. Still, the redesign serves as a reminder that Facebook, and not the brand marketer, owns the Page. Perhaps the default landing tab was a bit too much of a free advertisement. Facebook has also been announcing a series of exciting new ways to reach users, for businesses that have the proper budgets.