By Joe Tertel, Senior Digital Marketing Consultant
Facebook underwent several updates in the last few weeks, and according to last week’s Facebook f8 conference, we’ll be seeing even more. If you didn’t watch Mark Zuckerberg’s presentation, here’s a rundown of Facebook’s latest evolution and what it means to you as a marketer.
Facebook Changes: Timeline, Ticker, the Open Graph and Graph Rank
Timeline is the new Facebook profile page. It allows users to tell their life story on a single page. It’s a collection of top photos, posts and apps that help you tell your story. Content appears in chronological order and special moments can be added anywhere along the way.
The further back you go, the more Facebook summarizes and collapses your content. Timeline can be sorted according to the type of content such as videos or photos. With the integration of Timeline and new social applications, users can share a complete picture of who they are and what they enjoy, the music they listen to, the places they’ve visited and the movies they watch.
If you’ve logged into Facebook within the past two weeks, you’ve noticed a scrolling status update frame in the upper right hand corner. This is called Ticker, and it’s Facebook’s answer to Twitter. Ticker provides real-time actions of your friends and the Pages you follow. This replaces “Recent Stories” and allows Facebook to display all user actions while ranking the most important posts and actions as Top Stories in the News Feed.
With the Open Graph, Facebook is expanding its social app capability, from music and TV to news and lifestyle apps. You can now read an article on Yahoo! News, watch a movie from Netflix and listen to a song on Spotify while never leaving Facebook.
The Open Graph may be the most significant update to the Facebook Platform since it launched in 2007. This will create opportunities for marketers and application developers to add unique actions to a user’s updates based on brand interaction and engagement.
Why do certain stories rise to the top of your News Feed? Why doesn’t your Page update show on all of your fans’ News Feeds? The answer is Facebook’s News Feed algorithm. With the new Open Graph system, Facebook introduces Graph Rank.
Graph Rank manages the News Feed, Ticker and Timeline. It’s designed to give more prominence to highly engaging content. Graph Rank is personalized based on your actions with your friends and your favorite brands.
These updates will have a powerful impact on the way users interact with a brand and its Facebook Pages. Here are a few things that marketers need to consider:
What’s your opinion of the new Facebook? What impact do you expect these changes will have on your brand Page?