Mobile is positioned to be the platform of choice for both businesses and customers using social media. Studies have shown that people are more likely to access networks from their mobile devices, and the operators of social media companies are responding in kind. LinkedIn redid its mobile presence last month, and Facebook is the latest to update its services to better reach those mobile-minded users.
The Facebook changes in question are focused on how brand Pages look on mobile devices. Here’s a review of what has changed, how it will impact your fans, and what steps your business may want to take to update your Page.
The main focus of this redesign is making the most important information on a business Page easily visible to a Facebook member on a mobile device. That means that any promoted posts, the ones that your admin prioritizes so that they stay at the top of your Page, are going to be displayed more prominently in the mobile version. In the old design, those posts appeared below the cover photo and other Page details, the same way that they still look in a web browser.
The other major functional change for businesses and their social teams is that switching between the public view and admin view of their Pages should be simpler. It should also be easier to swap between posting as the brand Page and as that employee’s personal account. This allows anybody covering your social profiles to be in control of your brand’s presence just as easily on a mobile device as on Facebook’s website.
Beyond the cosmetic updates, this redesign is also a step to put Facebook into more direct competition with Yelp. The new layout puts similar data such as reviews, ratings, and check-ins front and center on Pages. It even has a similar look to the business profiles on Yelp’s mobile app. That means a bigger shift in Page appearance for local businesses or stores with physical locations, while the updates for the Pages of national brands or digital services will not be as drastic.
What It Means For Customers
Facebook’s decision for a redesign is a clear attempt to make its mobile experience better. The old design simply resized the same information and layout used in the web version, which could feel cluttered and too busy on a reduced screen size. It focused on icons and buttons rather than explicitly displaying data. For example, you could click on a button to see a map of the business’ address, but the redesign has the mapped location on viewable at all times from the top of the mobile Page.
In turn, if customers have a better experience using Facebook on mobile devices, that means they may be more likely to visit your Page directly. Using Facebook’s key features — such as Likes, shares, and messaging — should also be easier for them now. If Facebook’s push to imitate some of the offerings of Yelp is successful, it is also a possibility that customers will be using the platform more regularly for finding brick-and-mortar stores while on the go. That would be a shift in
What Should Your Brand Do?
Since you may be seeing increased traffic from mobile devices, make sure that your social media team spends some time getting acquainted with the new design. Look at how your information appears on smartphones and tablets so that you can strategize based on what your audience sees.
Also, if you haven’t already, be sure to get all your Page’s relevant information up to date. Keep your street address, phone number, website, and hours current so that the appropriate details are accessible to your fans and potential customers. This should be a standard practice for your company on any social platform, but is even more essential for people who might want information on mobile devices on the go.
Finally, monitor your data. The new design rolled out in late April, so dive into your analytics tools to see if your Page experiences any change in traffic patterns or activity that could be related to the change. If it seems that your Page visitors are using Facebook as an alternative to Yelp, then keep your profile supplied with posts that will be useful to them. If that isn’t the trend you see, then stick with the approach that will best serve how your fans use the Page.
Remember, your brand may not experience the same impact as the average company with this new rollout, either because of the social media strategy you have in place or because of your target audience. Make sure your internal numbers back up any decisions you make in terms of presence on mobile.