These days, everyone and their dog (sometimes, literally) has a Facebook fan page. But, the majority of those who do have one are still not doing it well. In that regard, it’s like web sites in general. People think having something is better than nothing and most of the time, we’ll tend to agree.  However, there are a lot of examples of design-gone-wrong that leaves one thinking it would have been better for a company to sit the game out, rather than throw a completely unprofessional web site out there, for all the world to see.

But, we digress…and, thankfully, Facebook maintains pretty strict control over the layout of their site, unlike the eyesore that is (was?) MySpace profile pages. Egads!

Recently, Facebook updated the layout and functionality of their business pages (aka fan pages), opening the door for more consistent interaction between a company and its fans as well as other companies. With the new version of the Facebook page, you can opt to use Facebook as a page of which you are a designated administrator. While logged in as the page, you can “like” other company pages, respond to comments left on your business page and make posts, all as your company versus an individual administrator.

There are arguments for and against this change. Those in the pro camp could assert that it helps maintain a more consistent presentation of a company while interacting with fans of your page and other businesses, organizations, causes, etc. on Facebook. Naysayers will inevitably say that people don’t want to talk to a brand, they want to talk to a person, and there’s a certain amount of legitimacy to that point. At the same time, not everyone will be as familiar with a specific individual’s name and their association with a business as the company’s name itself. In any case, the option is there and each company can choose as whom they will interact with their adoring fans.

Another nice thing about the revised version of the Facebook business page is the 5 thumbnail images that appear across the page’s center area. While (at present, at least) Facebook does not currently allow you to choose in which the selected images appear, it does allow you to hide specific images from the thumbnail strip so you can effectively choose the images you do want to appear. There are some creative ways to use these new features to your advantage and it’s important to remember to not just do the bare minimum, but to think outside the box, use custom graphics, set up custom tabs with non-standard content for your fans to enjoy. Give them a reason to come back and to click that “like” button before they leave.

What fan pages have you seen on Facebook that you think are really well-executed? Leave a comment to share your favorites with our readers!