Facebook Page Change: Your Brand is Leaking All Over the Place

I received 17 emails, 4 phone calls, and about a billion IMs wanting to know what the Facebook page changes meant to businesses and publications who depended on their pages. For the last few days we’ve been playing around (yes, we dedicated 4 full-time people to exploring this – damn you Facebook) with the changes, finding the benefits and detrimental effects that this will have.

This article is not going to go into those.

Unfortunately (or fortunately, depending on who is handling your Facebook marketing), some of the things we found are not ready for public consumption. It’s not that we’re holding back. We simply want to make sure that the potentially huge benefits that we found are real and not something that will fade away with updates and changes to the changes to the changes.

What we will talk about is your brand. Thanks to the Facebook changes, it can leak all over the place now. This is a good thing. It’s potentially a great thing.

Being Your Business

Let’s put some of the other major changes aside. We’ll cover them later. The most important change (and don’t let anyone tell you otherwise) that Facebook made to pages was to give them similar posting privileges as profiles. This is huge.

Having the ability to post on other pages’ walls, to comment and share as your brand, is a game-changer. Every Facebook marketing strategy in existence must be re-written to include this major change. Why? Because the walls that were holding you back have now been torn down. You can be your page. You can express opinions and build a personality for your brand itself.

To understand where we are, we have to understand where we were. Your brand message was restricted to the follies of the Facebook algorithm before. Your message appeared on News Feeds of those who liked you, their friends if they were engaging with you, and your own wall itself. That’s it.

Now, you can spread the wings of your brand just about anywhere you want. While you still can’t post to profile walls, you can post as your page to any walls of pages that you like (as long as they don’t block you). Properly used, the applications and implications are tremendous.

There is a drawback. Spam. You know it will happen. With pages given this new power, you will need to constantly monitor your own walls to make sure that spam isn’t proliferated across them. Facebook will (if they haven’t already) put in countermeasures to this and start banning pages that are reported or blocked often, just as they do with profiles. However, the ease of creating pages will open doors to spammers like never before on Facebook.

For this reason, we are not going to jump the gun. Let’s assume that this beta/preview of the pages is a way for Facebook to isolate the loopholes the new system creates before full rollout in March. We will go into strategies once the dust clears and changes are made to the system, but in the meantime, here are some…

Quick Facebook Page Posting Tips

  • Stay Relevant. When posting to other pages, fight the urge to over-post. Remember, if you are viewed as a spammer, you could lose your page altogether.
  • Enhance the Conversations. The branding aspect of the change will make you want to post everywhere about everything. In this case, quality is much more important than quantity. A thoughtful, provocative comment left on a page will go much further than 10 weak comments.
  • Go Bigger. Let’s say you’re a Ford dealer. You should be watching and commenting on posts on the Ford wall as well as the various brand and model pages that Ford has put up.
  • Go Local. Using the Ford dealer example, remember that there is a world outside of your products. If you’re a local business, you should be watching and posting on walls of local interest such as newspapers, television stations, charities, and sports teams.
  • Don’t Neglect Your Own Wall. One of the potential drawbacks is that we get so focused on spreading our brand and message that we forget to monitor and keep our own walls engaging.
  • Like Pages Sparingly. Since pages now have the ability to like other pages, one of the drawbacks is that posts by the pages that you like can now appear in your page streams. The potential for noise is much higher now. Be very selective with who your page likes and be willing to unlike them if their posts dominate your stream.
  • Converse… with Yourself. No, I don’t mean create artificial dialogues between multiple pages that you run in order to seem more interesting (I know it crossed your mind). What I do mean is that you can enhance your brand messages by having different departments or pages themselves talking to and about each other in a way that wasn’t easy before. Imagine, for example, if the Ford and Ford Explorer pages worked together to cross-brand different angles of the same message by posting on their own walls as well as each others’. Visitors to either will be able to follow the links to the other and improve the overall brand exposure of the whole.

Again, there are so many possible applications to these changes. Quell any urge to spam. Always take the high road, particularly in social media. However, do not let the high road stop your creativity. Be active and enticing, interesting and bold.

Watch for the changes to the changes to the changes that will be coming. Facebook is notorious for changing things quickly and without notice, so be mindful. Once things settle, we will post more of our findings. Some of them (if they stick) will change the way you handle your Facebook marketing forever.

JD Rucker

+JD Rucker is Editor at Soshable, a Social Media Marketing Blog. He is a Christian, a husband, a father, and founder of Dealer Authority. He drinks a lot of coffee, usually in the form of a 5-shot espresso over ice. Find him on Twitter, Facebook, and Pinterest.

14 thoughts on “Facebook Page Change: Your Brand is Leaking All Over the Place

  1. This is a really good article! Has some excellent suggestions for “leaking” my brand. Thanks!

    Travel Practitioner/Event Producer
    http://www.facebook.com/specialeventsatsea

  2. I have noticed that contests, giveaway also brings more fans to Facebook fan pages. Of course everything depends on company’s field, mainly producers of clothes, cosmetics, books gain fans in this way.

    Also it depends on Facebook popularity in countries http://russiansphinx.blogspot.com/2010/08/who-loves-facebook.html in some countries it is better to use local social networks.

  3. The posting as our page has been awesome so far, even just a weekend in!
    I think the best part of “being my page” is the notifications, we know when there are new likes and as conversations happen on old posts we can follow up faster and more timely.

    http://Facebook.com/SteveMarshallFord

  4. @Russian – Absolutely! We rarely recommend them, not because they don’t work but because they can be abused and done incorrectly. You seem to have a strong grasp on them and are making them work well.

    @Karen Ann – The follow-up factor is huge! We’re starting to see traction and many more benefits that weren’t available before. You guys seem to be doing great (love the Mustang motif you have going on with the pics!). Now if we could only get you out of those BZ sites… :)

  5. Thanks for sharing this valuable info! Just curious, does anyone know if Facbeook’s search function is going to be improved so we can easily monitor what people are saying about our brands on their personal profiles?

  6. Absolutely avoid changing to the new fb Page layout and system for now. It is well and truely broken.
    As Page owner I can change commenting personality from personal account to page owner. But I have to log out/in again to get back to my personal account.
    It is impossible to include a link as Page Admin.
    It is impossible to write a follow up comment to your Page Admin status as Page Admin.
    You can’t write a new note.
    You can’t click to a photograph topic feature of your own.


  7. You can’t edit your Page Info.
    The tabs at the top of the wall are deprecated to the left hand side of the wall, and in smaller text.
    You can’t delete “Hidden Posts” in “Admin view”.

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