????從Facebook此次升級(jí)中獲益最多的當(dāng)屬企業(yè)所有者本人。因?yàn)楝F(xiàn)在他們無(wú)需再像過(guò)去一樣給設(shè)計(jì)公司和第三方應(yīng)用支付一大筆錢，讓他們?nèi)ザㄖ茦?biāo)簽的視覺(jué)效果和感覺(jué)。現(xiàn)在企業(yè)可以集中精力做更重要的事——通過(guò)自己的Timeline推廣高質(zhì)量的內(nèi)容。就像Mashable的勞倫?尹德維克所說(shuō)的那樣，形式讓位給了實(shí)質(zhì)，企業(yè)可以花更少的資源來(lái)開(kāi)發(fā)標(biāo)簽，把更多的資源“用來(lái)打造顯示在Page上的內(nèi)容。”

????另外，對(duì)于品牌來(lái)說(shuō)，吸引消費(fèi)者的關(guān)鍵是內(nèi)容，而不是一個(gè)漂亮的登錄頁(yè)面。畢竟就連頂級(jí)品牌的Facebook Page吸引的點(diǎn)擊量也是有限的。【在你認(rèn)識(shí)的人中，有多少人會(huì)特意訪問(wèn)可口可樂(lè)（Coca-Cola）、紅牛（Red Bull）或是比利?鮑伯的干洗店的Page？】各品牌的真實(shí)目標(biāo)是要讓他們更新的內(nèi)容顯示在用戶自己的頁(yè)面上，夾在他們私人的動(dòng)態(tài)消息里，緊挨著老媽的私家面條秘方和搞笑貓咪視頻。這才是人們真正在Facebook上花時(shí)間的地方。消息在這里才會(huì)產(chǎn)生最大的影響和可信性，因?yàn)樗谶@里才會(huì)被我們的親友和同事看到。這才是貼子被評(píng)論、分享和再次分享的地方，也是病毒式傳播效應(yīng)發(fā)生的地方。

????一個(gè)品牌要想從自己的Page跳到用戶的動(dòng)態(tài)消息里，唯一的途徑就是發(fā)布有趣、及時(shí)的內(nèi)容。（這種飛躍到底是怎樣發(fā)生的，這是Facebook嚴(yán)格守護(hù)的一個(gè)秘密，但是它與一個(gè)品牌以前的帖子是否經(jīng)常獲得用戶的推薦和評(píng)論有關(guān)。）換句話說(shuō)，不管一個(gè)品牌的Page看起來(lái)有多好，如果企業(yè)說(shuō)不出什么吸引人的內(nèi)容，它就無(wú)法獲得對(duì)它來(lái)說(shuō)十分重要的瀏覽量。隨著Facebook標(biāo)簽的淘汰，這一點(diǎn)變得越來(lái)越重要。

????與之相應(yīng)，在營(yíng)銷部門，那些主要負(fù)責(zé)Page構(gòu)建與維護(hù)的應(yīng)用也漸漸退居二線，重點(diǎn)轉(zhuǎn)移到了那些能夠在正確的時(shí)間，把正確的內(nèi)容傳遞給正確的人的應(yīng)用身上。因此，主打標(biāo)簽構(gòu)建的產(chǎn)品（如Vitrue、Buddy Media、Context Optional、Involver等）正在步步敗退，取而代之的是那些能夠簡(jiǎn)化內(nèi)容發(fā)表流程、改善企業(yè)對(duì)用戶評(píng)論的回復(fù)方式的應(yīng)用（如CoTweet、HootSuite、TweetDeck等）。盡管這些工具都不可能替人們發(fā)帖子、寫(xiě)微博，但是其中一些非常出色的應(yīng)用可以為人們安排好發(fā)帖的最佳時(shí)間，以及向特定地域的用戶發(fā)信息等。有的應(yīng)用甚至還包含了復(fù)雜的監(jiān)聽(tīng)工具，可以監(jiān)聽(tīng)到Facebook和其它社交網(wǎng)絡(luò)上有誰(shuí)提到了自己，以便快速做出回復(fù)。還有些應(yīng)用可以讓所有團(tuán)隊(duì)就創(chuàng)造性的社交信息推廣活動(dòng)進(jìn)行協(xié)作。

????構(gòu)建漂亮的登錄頁(yè)面所產(chǎn)生的需求曾催生出一個(gè)短命的、但卻價(jià)值10億美元的產(chǎn)業(yè)。現(xiàn)在這個(gè)產(chǎn)業(yè)已經(jīng)被迫讓位給了社交媒體管理系統(tǒng)，因?yàn)橐粋€(gè)豐富的、相關(guān)的、持續(xù)更新的Timeline需要社交媒體管理系統(tǒng)來(lái)培養(yǎng)。Facebook知道這一點(diǎn)。所以讓我們來(lái)表達(dá)我們的敬意吧。標(biāo)簽已死，Timeline萬(wàn)歲。

????本文作者Ryan Holmes是社交媒體管理系統(tǒng)HootSuite公司的CEO，他的公司擁有400萬(wàn)名客戶，其中包括79家《財(cái)富》（Fortune）100強(qiáng)公司。他的日常工作就是管理Facebook、Twitter和全球其它大型社交網(wǎng)絡(luò)，因此他對(duì)社交網(wǎng)絡(luò)與大企業(yè)的交集問(wèn)題有獨(dú)特的看法。

????譯者：樸成奎

????Business owners themselves stand to reap the biggest benefits from Facebook's changes. Instead of draining marketing budgets on agencies and third-party apps to customize the look and feel of tabs, companies can focus on the important stuff: pushing out quality content through their own Timeline. Style gives way to substance, suggests Mashable's Lauren Indvik, allowing companies to devote fewer resources to developing tabs and "more to the content that appears on their walls."

????And for brands, content - not a splashy landing page - is the key to the real prize. Even the best Facebook Page, after all, draws only limited traffic (How many people do you know intentionally go to the Coca-Cola (CKE) Page or the Red Bull Page or the Billy Bob's Dry Cleaning Page?). The true objective for brands is to get their updates to show up on users' own walls, in their personal news feeds right next to mom's lasagna recipe and funny cat videos. This is where people actually spend time on Facebook. This is where messages - viewed by our own friends, family and colleagues - have greatest impact and credibility. This is where posts are commented on, shared and reshared and viral effects kick in.

????The only way for a brand to make the leap from its own Page to the intimacy of users' news feeds is by posting interesting and timely content. (Exactly how this jump happens is a tightly guarded Facebook mystery, but it's linked to how often users have liked and commented on a brand's posts before). In other words -- no matter how nice a Facebook Page looks -- if a business doesn't have anything engaging to say, it's never going to get the views that matter. With the demise of Facebook tabs, that's true now more than ever.

????Accordingly, in marketing departments focus is shifting from apps that handle the mechanics of Page building and maintenance to apps that get the right content to the right people at the right time. Products centered on tab building (Vitrue, Buddy Media, Context Optional, Involver) are taking a backseat to social media management systems that streamline content publishing and improve how companies respond to user comments (CoTweet, HootSuite, TweetDeck). While none of these tools will write your posts or tweets for you, the best of the bunch can actually schedule optimal times for posting and geo-target messages at specific users. Some include sophisticated listening tools to monitor mentions on Facebook and other networks for fast response. Others let whole teams collaborate on creative social messaging campaigns.

????Fancy page-builders -- a short-lived, billion-dollar industry -- are ceding to social media management systems that nurture a rich, relevant and continuously updated Timeline. This dialogue is the heart of social media. Facebook knows it. So let's pay our respects: Tabs are dead. Long live the Timeline.

????Ryan Holmes is the CEO of HootSuite, a social media management system with four million users, including 79 of the Fortune 100 companies. In the trenches everyday with Facebook, Twitter and the world's largest social networks, Holmes has a unique view on the intersection of social media and big business.