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Facebook: The Always-Changing Social Media Behemoth

Community PageAs of last week, your personal Facebook profile is now “connected,” you can no longer “Become a Fan” of something and “Fan Pages” have become “Community Pages.”  What does all of that mean for you, both personally and as a brand manager?  Glad you asked.

Personal Facebook profiles are becoming more dynamic, whether you like it or not.  Information you post on your profile will now be linked to Pages and placed in a special “Likes and Interests” section of your profile. You’ll be given the option to join or “like” the Page or delete it from your profile entirely, and it appears only the Bio section of your profile is safe from change at this point.  This also means your information and comments will be shared in more places, a cause of concern from privacy groups and senators.

The new “Community Pages” take content from Wikipedia and other sites, and import streams of content from people’s status posts.  They aren’t run by individual, but instead are owned collectively by the community connected to it.  So what happened to Fan Pages marketers and others created?  They will stay the same, for now, except that you will be able to “like” the Page instead of “become a fan.”  Once a Community Page reaches 10,000 people who “like” it, Facebook will begin an authentication process that verifies it legitimately represents the business or brand.  Then, it will be an “Official Page.”  Experts will soon be able to edit these pages, but it’s unclear how one applies to be an expert, how they’re chosen and when this will happen.

Are Pages really “set to invade your Facebook existence?”  Yes, and Facebook is trying to take over the world, especially with its new plans for Open Graph.  More Web sites will allow you to “like” their content, Community Pages will have a striking resemblance to Wikipedia entries, searches will become more Google-esque and your comments and profile information will become an even more useful depository of information for marketers.  So, what can you do as a brand manager?  Much less than you hope, but here are a few things to consider:

  • Make sure your company’s Wikipedia entry is accurate
  • Get more than 10,000 people to “like” your company’s Page
  • Integrate Facebook Connect with your company’s Web site
  • Stay up-to-date on social media changes and trends by reading the NST Blog and sites like Mashable
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