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FaceBook has just announced two quite major changes or upgrades to their platform and advertising portfolio which has serious consequences to online marketers and web property owners.
In addition to being able to promote fan pages via CPC (Cost Per Click) advertising, FaceBook now allows user generated stories or posts to be promoted in a similar fashion. Demographics of individual FaceBook users can be targeted in the same way as we have enjoyed through traditional page promotion, giving marketers the ability to target interesting content as well as overt marketing messaging. This is a great method to supplement other forms of content marketing such as articles, ezines, blogs etc, and opens up a new dimension of highly targeted content distribution that marketers shouldn’t ignore.
FACEBOOK PAGE LAYOUT CHANGES
FaceBook plans to upgrade all pages on 10th March. Most of these changes have already been introduced to personal profiles, but there is quite a bit more impact and significance to pages. One of the main changes is to the width of the user content section i.e. the middle part of the page. It was only a few months ago that FaceBook reduced the width of the centre column to 520 pixels, but the latest change will reduce it right down to 490 pixels. You can read more here http://bit.ly/fdm43f.
If you have taken the time to invest in developing your own customised landing page then this will really throw the cat amongst the pigeons. All custom landing pages will need to be revised, of course at some cost to page owners. The rationale behind the latest move is that it allows more space to accommodate Sponsored Stories and other FaceBook related material.
With FaceBook pushing ever harder towards creating new revenue streams, changes like this will be something we’ll all have to just accept and live with. Their virtual monopoly of the social media space has given them a sense of arrogance that they can make any change at will, with no consideration for the investment brands have made in developing (and now need to change) sophisticated custom landing pages and FaceBook apps. Even Google has started to sit up and take notice of FaceBook as a potential threat/competitor in controlling the world’s information, driven by the potential that social could surpass search as the primary means of finding information. Read more on this issue here http://rww.to/g9ARBS.