Up until Tuesday the only people that could comment on or like content on a Facebook page were fans of that Page. Now Facebook eliminated that requirement, allowing anyone (fans and nonfans) the ability to engage with a Facebook Page.
The result of this change is that the importance of "liking" Pages has essentially been nuked -- for both brands (who have over-focused on getting fans) and Facebook users.
Understandably, you are freaking out. But you're also excited about this change!
You're freaking out:
You're also freaking out because maybe you were over focused on accumulating fans in the first place. And were shocked to learn that getting a new fan doesn't mean you've earned a spot in their Newsfeed. So you're freaking out.
But you're excited:
So what does this mean for Page admins?
- Be interesting. Because Pages are now more open, it's even more important that you have a content strategy that keeps people interested.
- Listen. Because conversations about your nonprofit are harder to monitor, it means taking another look at using tools like socialmention test track of what people are saying.
- Evolve. Stop posting updates just to boost your edgerank, and start creating deeper and broader discussions with Facebook users.