Change and evolution are inevitable in the marketing world. Luckily, if your brand outgrows its Facebook fan page name and the name no longer reflects your brand’s intent, Facebook offers the option for a “Significant Page Name Change” once per calendar year. Flightpath recently helped a client with the rebranding of their Facebook page and after experiencing the intricate process firsthand, we compiled the essential information you need to know before moving forward with a page name change.
What Classifies As A “Significant Name Change”?
A “Significant Page Name Change” is any change that falls outside of the general Facebook page name guidelines, which Facebook cites as, “name changes and migrations that do not result in a misleading or unintended connection. For example, we will allow local to global migrations, such as “Facebook France” to “Facebook”, but will not allow global to local migrations, or location to location migrations, such as “Facebook France” to “Facebook Russia”. Additionally, you may not request a name change or migration that would result in re-categorizing a product Page to a brand Page, a generic or opinion Page to a brand Page, or a Group to a Page. All migrations are at our discretion and are final.”
What Is Different About This Process?
The major difference that occurs when making a “Significant Page Name Change” versus a standard page name change is that your brand’s Facebook audience will be notified of the change via email 14 days prior to the name change taking effect. Users then have the option to visit your brand’s Facebook and unlike the page. For those worried about a large amount of their fans dropping off, Facebook says they have “seen a very low percentage of users choosing to unlike a Page based on a Significant Page Name Change. There may be an initial spike in unlikes when the email is delivered, but that spike in the unlike rate typically settles within 2-3 days.”
What Should You Consider Before Making the Change?
Before making the leap to significantly change your brand’s name on Facebook be sure to take into consideration how your Facebook community will feel about the “new you”. When launching your new brand to existing customers, you do not want to risk losing followers or alienating your audience. Make sure you have a content marketing strategy in place that allows you to clearly communicate the changes to your audience. Knowing why a company is changing its name, and more specifics about what is and is not changing, may make the transition easier for customers.
For more information on Significant Page Name Changes, refer to Facebook’s official documentation.