Just in time for its 2010 F8 conference, Facebook has been releasing several updates and tweaks that have some marketers in a panic. If you haven’t heard about its recent changes, you really need to get out more. Don’t panic. While there are certainly long-term ramifications of the recent changes Facebook has made, marketers need not jump ship or lose control of their bodily functions over them.

This is the way social technology is. It evolves and it changes, you adapt, optimize your opportunities and move on. So, we’re going to cover the past week’s changes made by Facebook, what they really mean, and what you need to do in response.

Facebook’s New Community Pages

Facebook has now released its version of hybrid Wikipedia-like-Fan-Pages, by introducing Community Pages which it claims are, “dedicated to a topic or experience that is owned collectively by the community connected to it. Just like official Pages for businesses, organizations and public figures, Community Pages let you connect with others who share similar interests and experiences.”

You can create your own Community Page. Be warned, Facebook has taken the liberty of creating hundreds of foundational Community Pages using Wikipedia content on most major interests and experiences. Here’s what they say about creating your own, “Generate support for your favorite cause or topic by creating a Community Page. If it becomes very popular (attracting thousands of fans), it will be adopted and maintained by the Facebook community.” So it seems, at least while in Beta version, Facebook will retain control unless you can create a groundswell around your own.

What this means for you and marketing: It seems to me, the long-term ramifications of Community Pages is not far off from what’s happening across social media everywhere. Marketing in social media is not about branded pages or setting up your own camp, luring your audience in. It should be about connecting with them on their terms, being a valuable member of their community. Community Pages would appear to follow that mindset and will present an opportunity to do just that. Smart marketers will learn to let go of control and embrace these inevitable changes.

Facebook Profiles and Pages More Connected

In an effort to create a more connected community overall, Facebook has now made the link between the pages you’re connected to and your profile more connected. Specific profile information will automatically be linked to pages, “including your current city, hometown, education and work, and likes and interests, will contain connections. Instead of just boring text, these connections are actually Pages, so your profile will become immediately more connected to the places, things and experiences that matter to you.”

Here’s how it will all work, from the user’s perspective:

When this feature has hit your profile, you’ll have an opportunity to opt-in to new connections or “suggestions” from Facebook based on your previous connections. This will also include any pages you are already connected to and links to the specific profile information mentioned above. It will be automatic, with a pop-up box.

When users want to add a new connection, they will simply click the new “Like” button on any page. Facebook will automatically add the connection, depending on the user’s privacy settings. Note: “Like” has replaced “Become a Fan”

At any time a user wants to remove a connection, they can either “Unlike” it from the page or manage their “Likes” from the “Edit Profile” function on the left side menu (under profile picture).

Every user will be able to feature connections to pages on their profiles. They can choose the number of features and the order of features easily from the “Edit Profile” menu.

Users will also be able to censor their privacy and visibility levels for just about every aspect of connections. They will be able to determine who sees what and when. (User privacy is an important feature on most social media sites, understand they will always have control.)

What this means for you and marketing: Facebook increasing the connection between profiles and pages has more to do with user behavior than the rants of paranoid marketers. They made the change in observation of what users are doing and what they will be doing more of, “more than three times as many of you have connected to Facebook Pages, such as those for bands, non-profits, universities or anything else you care about…to make it even easier to display your affiliations,”

This presents a dichotomy for those using Pages for marketing. On the one hand, the more connected the community becomes, the more social sharing happens. This is an excellent opportunity for marketing purposes. On the other, because the preferences of each user will determine how they share their affiliations, many who use pages to market will be shut out or silenced. The divide could be instigated by how you engage with the community and whether you’re a contributor or an abusive marketer. Always remember, your audience controls whether they grant access or share, respect that control.

Other Notable Facebook Updates

New ad targeting has been announced, over at Financial Times, that indicates like search engines and others — Facebook will now be web history to better target ads. This could indicate a need to take another look at Facebook Ads, although the jury is still out on that in my mind.

Along with new targeting ads, Financial Times also indicated Facebook will be making changes to its “engagement ads,” — the ads that promote pages and such. Features may include allowing user’s to opt-in to receiving messages and offers from their connected pages among others. We’ll see how this rolls out and the reception it gets from users.

As reported by TechCrunch, Facebook has also taken a great idea from FriendFeed and Twitter and added hover cards. Hover cards are float boxes that pop-up with more details, actions that can be taken, etc.

Actions You Need to Take Right Now

In the short-term, you need to change your custom Facebook Page graphics that include the words “Become a Fan” to “Like.” You do have custom landing pages and/or tabs on your page don’t you? You can see we’ve done it at the WebSuccessDiva page:

Shameless Plug: If you’re one of our clients, you’re page is already done too!

I would also suggest changing any wording you have across your website or blog, promoting the term Fan. If you’re using Facebook widgets, you’ll notice the change to “Like” automatically done for you