Once again, Facebook has added a feature to make our digital world even more interconnected.
Facebook Product Manager, Andrew Song, announced on February 24th through Facebook’s Newsroom that Facebook has taken their newly introduced “Trending” feature to an even more collaborative level.
A Facebook Fan Page will now have the chance to show up on a non-following users’ News Feed if tagged by a Fan Page that they do follow. Facebook users will now see a connection between their liked Pages, just as they would a post by a non-friend’s Profile Page in which one of the user’s friends has been tagged. This new feature marks another move in blurring the lines between a Facebook Fan Page and a Facebook Profile Page, making it even more beneficial for a brand to have an active, interesting Facebook Page.
What Does This Mean for Facebook Brand Marketing?
Increased Exposure and Consumer Engagement
This new feature could change the way brands advertise through Facebook. Instead of blatant, and sometimes invasive, Facebook ads, as well as the obviously promoted “Pages You May Like” suggestions, this connected page News Feed feature allows for a friendlier, more interesting way to expose your brand through your Facebook Page. The feature creates the opportunity to make your brand’s Page more exposed and accessible to consumers by connecting with them through their similar interests. Your brand becomes less of a selling-driven cooperation, and more of an individual with intriguing Facebook connections and posts, which makes your brand a more desirable Page to follow.
Endless Possibilities for Collaborations
In the realm of niche marketing, this added feature is a dream come true. Collaborating with similar, related brands becomes a win-win for all parties involved. For example, a newly built community center with a need for a substantial amount of Facebook fans can attract a targeted following by reaching out to local health food stores, community children clubs, etc., who already have a considerable amount of followers. They can collaborate with these related, but not competitive, organizations by asking to be included in an X amount of posts on their page, for a certain trade commodity, such as, in our community center example, offering their products and services at their facility. The posts themselves would have to be subtle enough not be forced, but direct enough so that the connected exposed followers would have a significant reason to become engaged and perhaps start following the new Facebook page.
Some possible backlash for this new feature could be that it will be just another portal for spam, but in our highly digital world, what innovations don’t have that possibility? Overall, the new feature allows Facebook Pages to become interconnected, leading to a increased exposure, and promotes collaborations between corresponding brands.
Rebecca Courtney is a soon-to-be graduate of Purdue University, where she studies Public Relations and English. She specializes in authoring and advising on the art of social media.