Facebook has made even more changes to its platform, unveiling a long-awaited iPad app and a new mobile platform that will emphasise apps, allowing users to switch between the site and applications while using an iOS device.
The move comes just a few weeks after the company revealed a massive update to the design of users’ profile pages, along with updates for application developers which will allow user activity to be broadcast to their friends.
In its blog, Facebook announced the new iPad application saying the app contains a better way to view photos, navigate through pages, and chat with friends.
The iPad app has been on the cards for a long time – it was even included in some code for the iPhone app and was revealed several months ago – but the company has shunned a formal launch until now. The delay has prompted queries from several analysts, who point out the Facebook iPhone app is one of the most popular in the App Store.
One former Facebook employee also wrote in a blog post the app had been ready for some time, and he was frustrated it was taking the company so long to release it.
The release of the app comes alongside a full upgrade for the social network’s mobile platform, which will place a larger emphasis on apps – especially if users are operating an iOS device.
The way it works is that if you browse your Facebook feed and see friends who are using apps and games, you will be able to click on a link that will take you to that app. If you haven’t downloaded it, you will be taken to the App Store, or an HTML5 version of an app isn’t available.
The idea behind the changes is that Facebook wants users to be able to access the best type of app for the platform they are working on.
Social media expert Lara Solomon says these types of updates are making it a necessity for businesses to operate on Facebook, but warns they need to be able to have a definitive presence in order to make an impact with customers.
“It’s becoming so much more important, with all the changes to Insights, and the way everything is changing, we’re moving more to discussions and reviews and things like that.”
“There are all these things that make it easier for businesses to be on Facebook, and you’re seeing a lot of people who haven’t used Facebook before starting to come on now.”
However, Solomon points out that the new changes won’t necessarily motivate new users to join, and says businesses shouldn’t be attracted by just a few tweaks. Instead, she says, businesses need to design a coherent Facebook strategy.
“There is definitely an opportunity to use Facebook with all these new tools, but don’t go on there just because there’s all this new stuff coming out.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
Comments