When Facebook, a social media behemoth, makes sporadic announcements on changes to its interface, it is always a cause for concern with marketers. No one quite knows how these changes will impact Facebook users and Fan Pages until they really happen. Without ample warning and time for testing, Facebook profiles and pages can look like they have been hit by a tsunami.
Rumours were flying around the internet at the end of 2009 that Facebook would again be making a massive overhaul to the layout of its pages. Only at the end of January 2010 were they confirmed -- through an internal document shared by Facebook with agencies working directly with them. It heralded that the changes would take place at the end of February 2010.
The Facebook document also indicated that the changes were part of a larger effort to improve the overall user experience as well as to promote consistency across the site. Here are some key changes:
- Shrinkage of tab widths from the usual 750 to 520 pixels,
- Removal of boxes underneath the page's profile picture, and
- Removal of iFrame implementation for custom tabs
And what is the impact?
1. Shrinking custom tab widths
Any static images and flash files embedded on custom tabs of Facebook pages are likely to be automatically resized. This means that creative work may be distorted, as they are no longer of the original intended size. Creative resources will need to be invested to correct the affected images and flash files.
2. Removal of boxes
Currently, boxes appear on the wall of Facebook pages just below the profile image. They can be customized to contain images, text and links. With the new layout, all boxes will be automatically removed. It is a loss of marketing opportunity since boxes are valuable estate space on the wall. Existing boxes are often used to highlight current page activities and to drive traffic to external sites via links.
3. Removal of iFrame implementation
An iFrame is normally applied on a custom tab to replicate the complexity and interactivity of a microsite. Though only a small number of Facebook pages use them, the removal of iFrame support means that these pages are likely to have blank custom tabs when the new layout is implemented.
Brace for impact
Now that marketers are aware of the coming changes, preparations can be made to minimise any disruptions when the day finally arrives. We recommend that preparations begin as soon as possible. Here are three simple steps to prepare for the transition:
1. Adjust custom tab widths
Begin resizing all your content to fit within 520 pixels immediately. There is no need to wait till the new layout is implemented before the changes are made. This gives you sufficient time to make adjustments to your custom tab creative.
2. Migrate all boxes
Start migrating the content of your boxes into custom tabs for safekeeping. Existing boxes can remain where they are till the changes occur. So once you've 'archived' them onto a tab, leave them where they are till the new changes kick in, and milk that space for what it's worth. Once the new layout kicks in, these boxes will be automatically removed.
3. Reprogram iFrame content in FBML
We always recommend custom tabs to be programmed using FBML instead of iFrame. However, should your Facebook page use iFrame, then it is time to invest in resources to reprogram your iFrame content into FBML. Development work is very time-consuming, and hence it is best to start work as soon as possible.
What, me worry?
Time and resource will be your greatest allies in preparing for the transition. If your Facebook pages are affected by this new layout, it would be best to begin work right away. Embrace the change as it is meant to improve the overall user experience after all. Besides, change is a constant part of life.
Ryan Lim is a founder and business director of Blugrapes.
