[SMK] Social Media Knowledge


Facebook Streamlines Pages, Culls Likes

Pages Redesign Looks To Ease Management 

New Year, New Facebook Page.

However, 2021 sees another redesign and more fundamental shifts, with the culling of Facebook Likes.

Page Followers are now the new priority, but it had been going that way for a few years anyway. Likes was never a true reflection of the reach and interaction a page had – users could always Like a Page but then unfollow it, therefore removing that Pages’ posts from their Feed.

Followers are a more realistic representation of the reach a Page has, so in many ways, existing Pages won’t lose much because of this update. However, performance reporting will change for many, especially within more corporate environments.

Facebook has redesigned Pages to give them a cleaner, more modern feel and changed how they can interact with their Followers and other Facebook users in a pretty substantial way.

If a user Liked and Followed your classic Page, they will continue to be a Follower on the new Pages. If they Like it but do not follow, they will not be transferred as a Follower.

Given the changes, it may be wise to initiate a drive to make sure as many users as possible who Liked your Page also Follow it. With possible marketing budget cuts through 2021, the loss of previously established communities would be very frustrating.

But… Why?

It appears as if Facebook has made this change to achieve one, all-encompassing goal.

Asad Awan, Head of Public Connections and Monetization, Facebook

“Today, we’re rolling out the redesigned Facebook Pages experience that makes it simpler for public figures and creators to build community and achieve their business objectives.”

In the old days, when people liked your Page, they automatically followed you as well, meaning they would see your posts in their Feed.

They could then choose to unfollow a Page, but keep their Like as a token show of support. That option has now been removed.

New News Feeds & Extra Reach (Maybe)

As part of the latest update, Pages will now be given their own News Feed, which is a massive update and a step in a positive direction. Brands and marketers will now be able to interact with the rest of Facebook, more akin to users.

Brands will be able to participate in conversations, keep an eye on the latest trends and interact with other Groups or brands based on Facebook’s recommendation algorithm.

But wait, there’s more. Brands should see an increase in visibility for their Page and a more likely chance of attracting new followers thanks to the change. When a person follows a Page, you’ll see the comments the Page makes on other posts at the top of their comments section – again, this will boost visibility.

The extra visibility, and the more prominent verified blue-tick next to your brand name (if you have one) in the comments, should lead to more organic reach of the Page. New people can follow Pages straight from comments and recommendations, making it easier than ever to attract new Followers.

New Q+A Feature Could Be Useful

Another new feature that Facebook has announced is its Q&A format.

Pages’ interactive new feature could help boost engagement, but it can also act as a handy FAQ guide to users new to the Page.

Followers of a Page can ask questions about certain topics, and the responses will be visible to all Page Followers.

Facebook Support Page

“As you answer questions, they become part of a stack of questions that your followers can swipe through.”

New & Improved Page Management Tools?

Facebook has also updated some Page management features. Admin roles have changed from their old system to a new one. Now, you’ll either have full or partial admin rights to a page.

People will full admin rights can manage settings, permissions, content, messages, comments, linked accounts, ads, insights, events, removals and bans. You can add or remove access for people to manage your Page.

Partial admin rights give admins control over content, messages and community activity, ads and insights.

Facebook is also trying to improve safety, pledging to do better at detecting activity that includes hate speech, violent, sexual or spam content and impersonation. As well as that, there’ll be an expansion to the visibility of verified pages.

Asad Awan, Head of Public Connections and Monetization

“We are continuing to expand the visibility of a verified badge to make it easier to identify posts and comments from authentic Pages and profiles. A verified Page’s comment on another Page’s public post, may appear higher in the comments section and be visible in News Feed.”

Given the vocal complaints that abounded through 2020 related to the botched FB5 Facebook redesign for Pages and the constant issues with Facebook Ads Manager, it would be wise to expect another chockas year of updates, as Facebook works to fix its failing business interfaces.

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