Facebook is rolling out a series of changes that may require swift action by marketers. The disappearance of the “Boxes” tab, narrowing of custom tabs and discontinuation of iFrame use – all likely by the end of February – leave little time for the modifications that will shape how the social media-using public perceives your brand. Unless you’re sticking to out-of-the-box functionality (which means you’re leaving ROI on the table), you have a little over a month to prepare.
If you’re working with the right agency, there’s little reason for concern. A partner that has the deep, integrated social media skills necessary to help you market your brand effectively will be able to guide you through these changed features with little disruption. But, companies relying on guerilla tactics and workarounds will likely struggle.
Three Major Changes for Facebook Marketers
Facebook is a dynamic environment, so brand and individual end-users alike should have little expectation of permanence. Beyond redesigns, Facebook will always find ways to tweak functionality and change the user experience, as it seeks opportunities for user, traffic and revenue growth. After all, Facebook’s primary objective is not to be a marketing platform. Rather, it is to bring people together in a way that stimulates interaction … which is what defines a robust, high-value environment for marketing activity.
Unlike individuals, corporate and brand users will need to be able to react swiftly to these new features and constraints, as they have more at stake: changes for which they are unprepared can disrupt the fan experience and impede opportunities to generate revenue.
Facebook is rolling out three substantial modifications that will impact brands using the platform as a marketing tool:
1. The width of custom tabs will shrink from 760px to 520px
2. The Boxes tab will go away
3. iFrames will no loner be supported on Facebook pages
Custom tab width: Applications on custom tabs will lose more than 30 percent of the screen real estate (by width) currently available to them. This will require many Facebook-based marketers to redesign and redevelop custom tab applications currently in production.
Disappearance of Boxes: Applications currently in Boxes will be moved to the space below a user’s profile picture … but there is a more pressing business implication. Brand and corporate Facebook users will no longer be able to use Boxes as a home for free promotions.
No more iFrames on pages: Only FBML will be supported for custom tab content. Agencies, in particular, that have used iFrames to cut corners on Facebook application development will have to adapt quickly and may struggle to gain the requisite depth of skill within the expected rollout timeframe. They (and their clients) are thus exposed to a considerable amount of risk.
Facebook’s Strategy Favors the Focused
The planned changes by Facebook underscore how fluid the social media environment is. Marketing users need to ensure that the agencies they engage are not only following Facebook developments closely but should work with those that have committed to mastering the tools and practices that are consistent with Facebook’s strategic objectives.
As Facebook continues to pursue an agenda of aggressive growth – particularly amid rumors of a 2010 IPO – look for the company to emphasize tools and features that will bolster its financial performance (e.g. through traffic and user acquisition and retention) and gain a deeper commitment from other companies in the Facebook ecosystem – particularly the agencies developing Facebook applications.
The net effect of this shift in the Facebook ecosystem will be to shift marketing techniques from guerrilla to planned and professional. Agencies that have thrived in the “Wild West” environment will find themselves unable to marshal the skills and resources necessary to serve their clients effectively. The fact that Boxes and iFrames will be discontinued, for example, indicates that Facebook marketing will require a specific set of development capabilities … which will have to dovetail with marketing, media and community management competencies. Standalone Facebook marketing is already in decline, and the integrated approach is seeing an accelerated rise.
Ultimately, Facebook will want to put its best foot forward when introducing itself to the public markets, and that means shoring up its financial statements and showing that it has an attainable plan for continued strong growth. Features that trigger end-user interaction are crucial to financial success, as is the management of a rationalized ecosystem that feeds Facebook – rather than use it as a platform for gain that doesn’t generate any value for the platform itself.
The Advantage of the Fully Integrated Social Media Agency
enter:new media invests considerably in both its Facebook application development and marketing capabilities and in monitoring the Facebook ecosystem for the changes that can affect the returns they are looking to secure. Consequently, we provide a degree of readiness for our clients that protects their social media marketing investments and relationships while positioning them for greater ROI.
We are among the few agencies that combine the full set of social media marketing capabilities needed to thrive on Facebook under one roof – from strategy through development, media outreach and community management. An agency that is not equipped to handle every aspect of the Facebook marketing process leaves its clients exposed to inordinate risk when platform changes are made, as many will learn in the coming weeks.
Are you ready for the new Facebook marketing environment? Time is short, and your brand’s at stake. Give us a call to learn how the new Facebook features will affect your Facebook applications… and your social media marketing strategy as a whole.
