Facebook’s change to the Timeline profile has created much speculation that Pages will be next. On February 15th, Facebook executives confirmed there are changes ahead that will affect everyone. They plan to add Timeline for Pages this month. No one can predict the subsequent changes this will have for brands and third-party platforms.
In the midst of Facebook’s IPO and a business reliant on 3rd party applications it makes sense that the people in charge are looking for ways create deeper engagement with Facebook applications.
Facebook, developers and businesses
Facebook chose to create an open platform that created opportunities for third-party developers to add their creations to the Facebook platform. Obviously they care about their relationships with developers and businesses as they could have built a closed, static platform and lock every Page to the same features. They’re pushing the industry forward and leading the charge for innovation and progression of the digital world. Applications that increase a brand’s presence, provide content, contests and promotions have empowered businesses and developers to gather user data, generate sales, leads, customer support and much more.
Businesses have put their Facebook Pages at the forefront of other media promotions and Facebook ads, which shows the priority and the money they’re invested in their Facebook channels. According to February 2012 data from Kenshoo, Facebook ad budgets grew 109% month-over-month in the fourth quarter of 2011. A very strong argument is that Facebook’s traffic is contributed to third-party services and Facebook has expressed value and profit those services bring to the Facebook platform.
Even Facebook has recognized this truth in it’s recent S-1 filing.
We generate a substantial majority of our revenue from advertising. The loss of advertisers, or reduction in spending by advertisers with Facebook, could seriously harm our business.
This change will certainly not be the last significant change in Facebook’s future but the good news is that the move to Timeline will give businesses and brands more than just an “Info tab.” Facebook’s actions to-date lead us to believe that they respect a brand’s presence on Facebook and would want to keep opportunities for further methods of engagement.
Full story at Peterlang.us