Several weeks ago, my team jumped on a call with Facebook to discuss impending changes to the fan page layout. As our FB rep walked through an example, describing all the ways it would more closely resemble a profile page, I couldn’t help but compare the new structure to a typical sitemap. He then handed over the keys to our test pages and mentioned we’d have until “sometime in March” to play around in the sandbox.

Sure enough, they flipped the switch about a month later — with no further warning. Surprise! Our new fan page was live.
 
We used the new features to our advantage right away, publishing a notification that said, “We’re playing around with our new fan page. Tell us what you think!” Within minutes, dozens of people had shown approval of our little remark with likes and encouraging comments of their own. In an instant, our openness had endeared our audience to the brand that much more.

Which brings us back to the fan page versus website issue. Thanks to page tabs, it’s very possible to essentially recreate your website. But is that the right solution for your brand’s Facebook presence? Combine the revamped structure with enhanced capabilities (ex. publishing content directly to your fans’ news feeds) and you have the potential to evolve your brand’s relationship with its audience in ways a website can’t.

When it comes down to it, we never stop playing around in the Facebook sandbox. To us, it’s the only way to stay on top of an ever-changing environment. What’s your take?