Facebook Page Archives - Rettew Creative

Another Facebook Change To Come – They control the platform!

It is certain, that if you want to have control over your web presence, then you cannot depend on Facebook. Why, because it will always be changing and it has complete control over the interface, look, and user interaction. With the recent Facebook Personal Profile update, this gave business a first hand look at what is to come with their Pages for business.

Today, I noticed a Tweet come across citing that Facebook made an “accidental” update that allowed business to see what their Pages will look like with this new integration. Mashable.com has a complete write-up about the temporary release, and from this article…this is what I gather. The first thing I noticed, just like the new personal profiles, no Tabs. Yes, the tabs are gone moving the navigation to the left hand column. So those of you using the FBML application, it is definitely noticed with the FBML icon next to the Tab name. BLAH. Many organizations have spent tons of time and money working on the creation of their Tabs and the interface that is revealed once you click a Tab.

It also looks like you can “Login” to the Page which brings the questions about how Administrators will manage the page. Along with this, it looks like a “Lightbox” feature will be added to the photos area for a slick way to flip through pictures in a “Slide Show” mode.

Regardless of these updates, that either enhance the experience or change the design for businesses, it is proof that business do not have control over the platform. The platform was built to provide a place for people to connect and share with an interactive experience. But with this comes the same experience as a new update from Microsoft Windows, Office, or any of their other products. You receive the update and the whole interface changes. But the difference, you pay for those Microsoft updates where Facebook is a free, online experience for individuals and businesses to engage in a single platform.

Would businesses be willing to pay for an more “Enterprise” level experience with their Facebook presence? Considering how much they spend in other areas of their online marketing message, I would assume they would consider paying…given the audiences that are interacting within the platform. Imagine the opportunity to have control of some of the rich code to create a more interactive experience within the framework. The same idea as WordPress and Joomla yet inside a platform where audience already exist. But this “Enterprise” level system could swing the balance away from the community driven roots of Facebook. This could give marketing engines a more controlling atmosphere where the experience is more about the marketing message and not the community experience.

So bottom-line…if you are an organization and you want to have “control” over the platform that contains your brand and your message, Facebook should not be your only outlet. But, really…Facebook is not really a “Website” for a company. Facebook is a community driven platform and if used correctly, can engage and connect people of like minds. So who cares if they keep on changing it…the people will stay hang out as long as they can connect; and business will just have to deal with it.

All of this is hypothetical, because the real release has not been made yet!

Read more by CLICKING HERE about what might be the “New” look of Facebook Pages on Mashable.com.

Building Technology or Building Communities? We should choose!

Over a year ago, I started working with a client on their Social Media strategy and implementation. While in the first training session, the statement was made, “Every major company/organization should have a Facebook Page, it is today’s website.” This statement has been making me think lately…especially while watching the noise level increase across the social media networks.

I jumped into the Social Media space to learn, connect, and build a community around ideas…specifically to find like minded individuals. I believe there are some communities still there especially with arena’s like #blogchat started by Mack Collier (@MackCollier). But technology is becoming the focus; create a Facebook Page, Twitter Account, YouTube Channel and use it for a “Push” mentality.

What do I mean by the “Push” mentality? Basically, one directional communication with a mass or targeted audience. I push my information to you without much social reciprocation.

It has given many businesses, entities, individuals a platform for thought leadership positioning themselves to push, push, push. Join me here, follow me there, agree with my thoughts, join my group…more technology, more groups, more thought leadership fighting for a smaller space of audiences.

It is my humble opinion that Twitter has created a discourse community that has converted how we use and access information in the social space…”Follow.” This positions everyone to be a leader, these leaders engaging in push mentality. One-directional informational flow that does not engage a communal mentality. Now, I understand that this mentality has a tremendous impact in many advertising campaigns, but how many people want to have information always pushed on them…all the time. Less listening and more pushing. Just build another piece of media technology to push more information.

I do think we are seeing a paradigm shift especially with Facebook…the ability to increase privacy settings. Not just to protect ourselves from people looking at our information, but to filter out the push mentality. How many of you have taken the time to hide your status updates from friends/family and even hidden those who are pushing too much information on you? I know I have, hiding status updates so they do not come across my news feed. This is an effective way to hide people’s push mentality without letting them know we do like their updates. Easy way to save face and save space.

Facebook Pages are becoming yesterday’s website, post the information and hope they will come. Is it really necessary to have a website or Facebook Page to push your information, especially if you are not building the community effect that engages a conversation.

I guess it is ok if your whole goal is to build up SEO, but if that search does not lead to a conversation…what is the point? Just more noise in the world of the digital, social space. Another piece of technology and no community. Sometimes we have to step back and say, who do we want to connect with out there and how can we do this? Is it necessary to use a technology to connect if it is more purposeful to just go meet the person face-to-face.

I had a former student ask me, “I want to intern at one of the local (Greenville, SC) ad firms…do you know anyone at these groups?” I asked him which group is he interested…then he listed one or two. I asked him if he had contacted them and he responded saying he sent an email and received no response. He asked,” what should I do next?” Hmm…it is more than just sending one email. It is more than just one chance with one piece of digital technology to illicit a conversation. It is more than just pushing ourselves on others. How about stepping away from what is comfortable, get away from behind the keyboard and find new ways to build a conversation and a community. To my former student, try calling and setting up an appointment, or offer to take someone out to lunch or even coffee. Then have a conversation.