Facebook has been undergoing some big changes recently, and whilst there are always those who dislike any change to their beloved Facebook, the change that has come to Fan Pages today, really is a change for the better.
From today page admins will be given the chance to upgrade their fan page, then from early March all pages will be upgraded. The changes are to both appearance and functionality and should really change the way brands interact with their Facebook fans.
The aesthetic changes include the photo bar at the top of the fan page (like the new personal profiles) and changes to where the navigation sits, so that it is more in line with the usual profiles. This means that there are more ways for your fans to 
interact with the page and that they have easier access to the different elements of the page.
The aesthetic changes are likely to make the fan experience much more involved, but it is the functionality changes that will really make the difference.
The biggest change will be that you can now ‘use’ facebook as your fan page rather than using your profile, which basically means instead of interacting with other pages as you, you will be able to do this as your brand.
This has positive implications for page admins as it means you can interact with and ‘like’ other pages under your branded page, meaning your brand identity on facebook is stronger, you only have one profile/page to manage and you can gather more data on the things you have in common with your fans.
Discussing it in the Prodo Digital office, the only downside we can see so far is that these changes could increase the number of ‘spammy’ messages posted to pages by other page admins, but we think that’s a small price to pay for increased interactivity.
