At rbb’s Digital Park, we always stay on top of the latest news and updates in the social media realm and the ways it can impact our clients and our work as professional communicators.

On Thursday, Facebook announced one of the biggest overhauls in its history, including a major revamp of user profiles, new apps for playing music and watching video on the site, and social news apps. The modifications are expected to change the way people consume news and entertainment, as well as how they share these experiences with their friends.

Since we are in the business of managing customer relationships online for many of our clients, we wanted to highlight a few of the most notable features that promise to transform the Facebook user experience.

  • New Timeline-based user profiles


User profiles have been redesigned to resemble a digital scrapbook, where photos play a more prominent role. With Facebook placing more emphasis on images, this could impact the type of content fan pages are likely to share.

  • Fan page URL

Facebook fan pages are no longer required to have 25+ fans in order have a custom URL.

  • Real-time ticker

Facebook activity now occurs in real-time for all users in the sidebar. That includes fan page activities as well, giving users easier access to interact with content.

  • “Verbs”

Facebook’s “like” and “recommended” buttons have now been joined by a new set of verbs, such as “watch,” “listen,” “read,” “cook,” etc. Users will soon be able to tap buttons for those verbs to describe their brand engagement with TV programs, music, books, news and public places. The activities should create “lightweight” brand impressions in the way that “likes” and “recommended” have.

Because the new functionality allows users to filter out content more easily, brands will be challenged to up their game with more relevant content.   The “Like” is less powerful now, and marketers will have to work harder to earn their place in news feeds and relay what is “social” about their brands to keep consumers engaged.

We will continue to keep an eye on these new developments and how they may change the way we as marketers will design future campaigns, as well as how we approach daily engagement, content and messaging. How do you think the new changes will impact marketing efforts on Facebook?