The Ever-Evolving Social Network

May 17, 2010

By Fiona Beitdashtoo, Business Manager @ NYCA

Over the past few weeks Facebook has made some major changes affecting its users’ experiences. We’re playing around with them here at the agency.


Users will now be asked if they “like” a page (brand, product, cause, public figure, etc.) rather than “become a fan” of a page. This decision to re-name the “fan” function contradicts the idea of building community. When Facebook users had the ability to “become a fan,” it gave them the sense of joining something special. Whether a cause, car brand, favorite restaurant, athlete, or idea, Facebook users were comfortable saying – “yeah I’m a fan.” Now, with the ability to merely “like” a page, the idea of being a part of a niche community has become diluted.

Still, don’t underestimate the viral “fan” power that Facebook still has despite the change in semantics. In this changing Facebook environment, marketers should fuel conversation on the pages that they administer and around the social network by providing content that matters to the people. Cool content rules because:

  • when people comment on your content, Facebook alerts that person’s network that they interacted with your page by posting that activity on the homepage wall.
  • it gives you a good reason to continually touch advocates. Tip: Whenever you post cool content on your page, announce it via a status post!  By doing this you will alert that person who “likes” you, and their network of friends. If the content you are promoting is region-specific you can geo-target your status posts!
  • you can use this content to develop Facebook ads. Homepage sponsor ads, while they can be expensive, do provide marketers with power to share rich content such as video with people who may not know your page even existed. These ads are a great opportunity to give people who should “like” your page a taste of the great content they can experience if they opt-in.


Facebook is now giving users the opportunity to link their interests from their personal profiles to pages within Facebook. Facebook suggests which pages a person should link to. With thousands of pages on Facebook, the chances a person will be matched with an “official” page versus a page created by an Average Joe is to be determined. My guess is that Facebook serves the page suggestion based on what page is most popular (meaning has the most people who “like” it), or algorithms based on key words.

So now applying SEO strategies in the Facebook environment is essential. Marketers can do this by integrating their brand’s key words in content created for their page. Key areas for SEO key word integration are:

  • Company bio
  • Product description
  • Photo descriptions and Photo album names
  • “Notes” posts
  • Status posts

To increase the number of people who “like” your page, we recommended that companies engage in both paid and earned media opportunities. The paid media (Facebook ads) will drive traffic to your page, and the earned media (content you create for your page) will keep people there and hopefully inspire them to share your brand page’s content with their friends.

Let’s face it… Facebook is ever-evolving. It’s creating a dynamic environment for people to stay connected to people and brands. We’ll keep you posted with our POV on future developments.