One of the best things about Facebook is that it never stops evolving into a better version of itself. I remember reading Mark Zuckerberg is extremely paranoid of being 'out-innovated' by a smaller shop and this is probably what keeps him on always improving and growing the product at such a frantic pace. The users may not necessarily like the changes at first, but after the initial backlash, everyone comes around to it. The end result is a changed and improved Facebook, for everyone.

Last night Facebook revealed a bunch of changes which fixes 4 of the 7 things I wanted Facebook to fix for businesses (1 was already fixed, leaving 2 more to be done). Apart from a redesign of pages - making them similar to user profiles - Facebook now allows admins to browse Facebook as a page. This means the admin may like, share or comment on other profiles and pages, as a page. It may go on and 'Like' other pages and have a news feed of it's own. A page admin will also receive notifications of likes and comments when he logs in and may even choose to receive email notifications. The page may also have 'Featured Owners' which allows the page to showcase their admins and for users to reach them directly.

The last but in no way the least change comes in allowing iFrame tabs on pages and future plans for deprecating FBML and FBJS. This now means brands can feature their applications on the page itself and users will not have to leave the page thus making a lot of brand owners very happy. There's also another bunch of changes coming on Photos, allowing higher resolutions, improved tagging and a new lightbox style viewer.

With all these announcements, Facebook has definitely set the scene for a dramatic shift in user experience. The first step for pages/brands will be to try and set this up and use it right. Social Media agencies will definitely cross-post, both across their own and others' communities to build audiences. This may result in an increase in spam and bacn. There still will be legitimate uses for this, the first example comes to mind of a brand with multiple fan pages (based on on geography) or a brand with multiple sub brands. (Microsoft -> Xbox, Windows, Office etc); these are the pages that will definitely benefit from this improved integration.

By improving the experience for brands and pages, Facebook is increasing its attractiveness to business by reaffirming its commitment to them. Although there may a fair amount of changes required, both technical and strategic, these are only going to be better for the brand in the long run.