Earlier today, Facebook announced to the developer forum that Facebook Pages must have at least 10,000 fans in order to control which tab visitors see upon visiting their Page. For Colleges and Universities, there aren’t many institutions with over 10,ooo fans (learn more about the statistics of colleges with Facebook Fans here), this has a large impact on Higher Education. Read the email that was sent out to preferred developer consultants below:
We apologize for not messaging this earlier. Facebook recently made a change requiring that Pages be authenticated before enabling the ability to set a landing tab beyond Wall or Info. To be eligible for authentication, a Page must have greater than 10k fans or the Page admin must work with their ads account manager. If you are already working with an account representative, please contact that representative to begin the authentication process. If you do not work with an account representative, you can use this contact form to inquire about working with an account representative.
Also, for advertisers who don’t have a representative or 10k fans, and want to run ads and land users on a specific tab, you can still do so with standard Facebook ads by making their Destination URL as the URL incl. your tab. Unfortunately, this currently will not work with “Fan” ads.
Now, higher ed is going to have to get more creative about using Facebook Pages to market to students, since the number one may to quickly convey a customized message has been taken away for the average institution with under 10,000 fans. If you have over 10,000 fans, we strongly suggest reaching out to Facebook to “authenticate” your Page. If you do not have an account representative at Facebook, email me at email@example.com, and I will personally contact one of our friends at Facebook on your behalf.