We’re all scrambling to understand the layout
and functionality of the new Facebook pages since they became mandatory on
March 30. Here’s a summary of some of the bigger changes.
Cover photo.
Facebook regulations prohibit any sort of
promotion, urls, or product descriptions in the new 851 x 315 cover photo.
Cover photos are meant to be strictly visual, with little or no text. Examples
of how some big (and small) brands are handling this:
Milestones.
There is now a Milestone feature that allows
you to post News that is significant and can make Facebook operate more like a
website that users return to. What might an appropriate milestone? A new
product.
Pin to Top.
This option is available on each post – it
allows you to “pin” a post to the top of your page, and it will remain there
for 7 days. See http://www.facebook.com/livestrong the “Open For Fighting” post
that has been pinned to the top left side of their page. This is good when
running contests or for upcoming events.
Messages.
Did you notice the Messages Icon on the top of
the page. People who have grievances can message the Admin rather than sending
an email. Brands are beginning to use this for Customer Service. As customers get more used to this it could
be a way to direct interactions to get them off the page.
Negative comments.
You can now view and approve comments before
they are posted. We can hide comments once they have been dealt with. The
comment would still be on the users timeline but not visible on your company
Facebook page. On the “About” page or a Facebook App (they used to be called
“Tabs”) users can be directed to send a “Message” if they have a question or
Customer Service issue.
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