Facebook Pages Go Mobile
Facebook had not made a major change to their Business Page platform since 2012, a prehistoric era for mobile marketers. Finally, on Tuesday, Facebook announced the beginning of a series of changes intended to “help businesses build mobile presence and communicate with customers more easily”.
Venture Beat did a good job of listing the mobile oriented changes, which include new CTAs and separate sections for products vs services. Noting that the changes appeared to target small businesses, Ad Age looked at the commerce opportunities involved and speculated that Facebook was trying to move people away Google's small business search.
In June, a Forrester report said that mobile consumers spend 85% of their time in apps and that Facebook was one of a small handful of apps that dominated those mobile connections. TechCrunch looked at the inviting notion that the new Pages provide a very inviting instant entry for small businesses that lack the resources to develop a mobile app and/or the critical mass that would inspire users to click 'Install'.
One thing that wasn't discussed in depth this week is Facebook's long term plan in monetizing these Pages. Businesses that invested in the original desktop based Pages eventually saw their organic reach strongly throttled by Facebook; the “pay-to-play” aspect of the new mobile version remains to be revealed.