Facebook Updates Business Pages

Scott Lambert

After a long time spent making promises, Facebook finally got around to updating their business pages last week, and they are looking good. For a start the pages now display in much the same way they do for other users, making it easier to arrange text and images effectively. There is a much bigger change, however, and this is in relation to competition.

Knowing that business owners are likely to be interested in what their competitors are up to, Facebook has created a new hook to keep them on their site longer. This involves ranking similar pages according to their social capital, making it easier to keep track of competitors and work out how well the business's own page is doing in comparison. It is easy to go from this to clicking on the top-ranked pages and finding out what is working for them, or establishing which market niches they may be failing to cater to.

Encouraging businesses to get more competitive is, of course, a big plus for Facebook, as it effectively encourages them to spend more on promotion. When the pressure mounts, it will be important for marketers to remember that Facebook is not the whole of the internet and that, even with a very similar strategy, they might not be reaching or competing for the same demographics as those at the top.

Competitor information is broken down into new page likes, total page likes, posts per week and engagement per week. A column on the right-hand side of the new business page also displays this data for the owner, making both quick comparisons and general monitoring easier. Unread notifications and messages are also highlighted in this column and there is a new, direct connection to admin tools to speed things up.

The standard version of a business page that the customer sees has now also changed, bringing it more in line with Facebook’s appearance on mobile. It has a column on the left-hand side that keeps all contact information organized and easy to access, including things such as opening hours, street address, phone number and map, thereby boosting its usefulness for local search.

The update comes hot on the heels of changes to Facebook’s news feed, changes that were also in the works for a long time. As with most Facebook updates, this is currently meeting with change-resistant user criticism and it is too early to tell how successful it will be; however, it certainly looks interesting for marketers.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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