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Facebook’s New Business Pages Means Marketers Must Evolve | DigitalNext

The new Facebook Business Page is not only a visual transformation of the site, it is a game changer for the marketing function.

The fact that Facebook will automatically transition existing business pages to the new format over the next thirty days means that marketers will have no choice but to evolve from the static “tabs” mindset to a “Timeline” mindset based on continually fresh, engaging, and authentic content.

As part of the redesign, the company has effectively shelved Facebook tabs as default landing pages, a strategy which many large corporations, small businesses, and social marketers had spent time, energy, and significant budget building out. These default tabs, while effective in certain cases for driving “likes” and other calls to action, were essentially landing pages like what you see on traditional websites.

Never content to settle for the status quo, Facebook is shaking things up by moving to a timeline design. While specific posts can be “pinned” to the top of the page, these get automatically unpinned after seven days. The idea is that continually fresh content will engage fans — that the best way to drive fan engagement is to make marketers more engaged and having to post, monitor, and respond more often on their Business Pages.

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Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.