The new Facebook Business Page is not only a visual transformation of the site, it is a game changer for the marketing function.
The fact that Facebook will automatically transition existing business pages to the new format over the next thirty days means that marketers will have no choice but to evolve from the static “tabs” mindset to a “Timeline” mindset based on continually fresh, engaging, and authentic content.
As part of the redesign, the company has effectively shelved Facebook tabs as default landing pages, a strategy which many large corporations, small businesses, and social marketers had spent time, energy, and significant budget building out. These default tabs, while effective in certain cases for driving “likes” and other calls to action, were essentially landing pages like what you see on traditional websites.
Never content to settle for the status quo, Facebook is shaking things up by moving to a timeline design. While specific posts can be “pinned” to the top of the page, these get automatically unpinned after seven days. The idea is that continually fresh content will engage fans — that the best way to drive fan engagement is to make marketers more engaged and having to post, monitor, and respond more often on their Business Pages.