The Facebook Platform Revisited

4 minute read

In March I wrote my first blog for about some changes Facebook had made to business pages. Three months on and it seems these changes have been a great success.

The new pages have proved to be incredibly popular with users. Updates appearing in peoples feeds receive far more interactions than discussion boards on the old pages ever did. It is worth noting at this point that users can choose to hide updates from individual pages from appearing in their feed. This shouldn’t detract from the value of getting your message out to all of those who wish to see them, and even if someone hides your updates, their friends will still see that they have become a fan, and a link to your page will still appear on their profile.

The Facebook feed is now “live” in that it will alert users to new content without them refreshing the page. This is a minor change but one that has been widely requested by members and will help get your content seen. When your updates appear in a fan’s feed they can interact with it, either by leaving a comment or saying that they “like” the update and this will then show up on their profile page.

Facebook can actually reach more ‘Fans’ than personal brand websites in some cases. For example, Roger Federer has 1.1m fans on Facebook with an average of 20,000 interactions per update while his personal website only averages 80,000 visits per month. This is unsurprising given that over 100m users log onto facebook worldwide each day and it is so easy to stumble upon brand content through the friend feed or internal search.

To succeed on Facebook is all about interacting with fans. As with Twitter, using the service purely as a broadcast medium is likely to do more harm than good to your reputation but by engaging with fans you will increase your following and gain a good reputation. A recent example of this is Vin Diesel who started to replace his one line, broadcast messages with paragraphs of his personal thoughts and his staged, on set photos with personal photos of holidays and nights out. This has seen his fan base soar to 3.5m fans with thousands of interactions per update.

One of the barriers that Vin Diesel has overcome is the inability to respond to fans comments on their own walls. Due to the way pages are managed any response that you were to post would be from your personal profile unless it is posted into the page feed.

Vin Diesel quotes and responds to his fans from his feed, often going into depth with his response. By doing this he engages his fans in two ways: firstly he is seen to be spending time and effort on a response to an individual and secondly, he is writing down his true feelings on a subject and encouraging interactions by giving the fans something more to reply to than a simple status of what he is doing at that particular moment.

As a page administrator, you can now post comments onto anything posted to your page’s wall. If you feel something is of interest to the rest of your fans, it might be worth quoting them in your update.

If you would like to know more about engaging your ‘fans’ with Facebook Pages get in touch via the Sign-Up Technologies Facebook Page.