Home  › Social › Social Media
facebook-icon3333

Facebook's Makeover Kills Tabs, But Sales Should Live On

  |  February 10, 2011   |  Comments

Shopping app developer says most transactions start in the newsfeed, not the tabs.

fbpagesFacebook is rolling out a redesign for brand pages, while removing the tabs that were at the top. Marketers have been employing the tabs to create visibility for their shopping apps, contests, and other offers. According to a spokesperson for the Palo Alto, CA-based social site, brands will instead now use links on a page's left-hand side underneath their picture or logo.

But retail brands shouldn't see a significant dip in their Facebook-driven sales, said Wade Gerten, CEO of 8th Bridge, a Minneapolis firm that has created shopping apps for Land's End, Delta, and Hallmark. He said non-marketers would be surprised by what a scant number of Facebook users actually notice the tabs.

"Most of the volume of transactions and shopping takes place in the newsfeed," Gerten said. "People don't go looking for shopping opportunities on brand pages. Rather, the shopping comes to them."

While the changes were leaked in December, brands can begin activating the redesigned versions of their pages today. Generally, the redesign (see image above) is intended to make pages look and act more like user profiles. On that note, companies can now interact and cross-promote with other business pages. Brand reps can "like" other pages and post comments on them.

Page admins get a little more control over what posts appear above the fold. For instance, they can determine that their "likes" see posts from friends, mutual connections, and/or popular posts at the top. Of probable interest to SMBs, page admins can receive e-mail notifications whenever a "like" posts on their page.

Mike Lazerow, CEO of Buddy Media, said the redesign represents a technological shift from Facebook's mark-up language, FBML, to iFrames code, which should help marketers create more engagement. "Because the Facebook page tabs are iFrames," he explained, "everything you can do on the web you can now do in a Facebook page."

Additionally, there are now two wall filters instead of three. One is used to show posts by the brand, while "Everyone" will include posts from "likes." Gone is the "Brand X + Others" filter.

And mirroring how user profiles were recently changed, the "Information" box on the left-hand side of pages has been scrapped. Companies can now list information about their brand at the top of the page in a similar fashion to how profile information appears for Facebook users. Page admins can also showcase photos at the top.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...