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Facebook Rolls Out Major Upgrade At F8

Facebook's annual f8 conference for developers was last week and Mark Zuckerberg made some big announcements regarding Facebook's its latest upgrades. Marketers learned the way users discover brands and engage with them is evolving. And users learned their experience is moving from a list of what happened in the last several minutes to a timeline view of what Facebook believes are the most relevant experiences in a user's life. With this in mind, marketers need to give some thought to how they will work their brand into the user's timeline and increase engagement.

The New Timeline
The user's profile has become a timeline designed to chronicle all the content users share on Facebook while allowing users to express themselves on their profile page. Users will be able to insert content anywhere in the timeline and bring together all the things they believe are key to their Facebook experience. The hope is that a user's profile will better describe that person's life.

What This Means For Marketers
We don't know yet if the new layout will be implemented on Brand Pages, but if history tells us anything, it will. While we wait, marketers must continue publishing content that encourages engagement. Facebook's Edgerank (the algorithm used to determine what's relevant enough to appear in your News Feed) will continue to play an important role in what will appear in the News Feed. Marketers will also need to develop new apps to drive a users engagement.

Many Additional Upgrades
Facebook rolled out the next generation of open graph buttons. The “Like” button can now be configured to use any verb with any noun to help users express themselves. So, instead of “Liking” or “Sharing” content, now there is “reading,” “watching” or “eating” something, and more words will be used as brands determine what is relevant for their product. These new buttons are designed to let users connect to anything they want in any way they want.

Facebook also introduced new apps for media and lifestyle experiences focused around things users do. These apps will become a major part of a user's Timeline and enable friends to discover what their friends are doing at any given time. Facebook apps saw many additional improvements to permissions and sharing.

Overall, we believe this update will enhance a user's experience using Facebook while providing new challenges to marketers wanting to succeed in the ever changing world of social marketing.

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