A new generation of social apps has arrived: the social help apps. Platforms like Jelly and Google Helpouts provide seamless, handcrafted answers to users’ on-the-fly queries. Brands, too, will have opportunities to be helpful and offer solutions to enhance consumers’ lives.
Facebook is known for its steady drumbeat of updates to its platform and apps. Some updates are profound and chock-full of new features, while others are minor tweaks to enhance the user experience. The new Pages interface being rolled out over the next few weeks falls within the latter category: a streamlined version of the current layout aimed at making it easier for people to interact.
In the development of this update, Facebook conducted extensive research: for instance, identifying what parts of the Page receive the highest “eye traffic,” which widgets are clicked on most and how users peruse content. The result is an interface that emphasizes the information that will determine a Page’s relevance to the user (such as “Friends Who Like This”) and consolidates the timeline into a single, wider column. These changes align with Facebook’s overall shift toward succinct, visual content. The update does not include game-changing functionalities that require brands to rethink their existing social engagement practices.
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