I'm not a fan of the new Timeline layout in Facebook, especially in brand Pages. Custom tabs used to be the only way to give a page 'personality' and any sort of unique function within Facebook, and combined with a landing page (or a Like-Gate), it proved very successful (if implemented correctly & changed up often). Now, eh. Tabs are all but hidden from navigation, and instead of offering fun things to do on a brand's Page, a good number are cutting right to the chase and dumping you to an ad or strong call to action. Again, eh. In thearticle:
"According to data provided to Mashable by PageLever, tab engagement has dropped off 53% since brand Pages began adopting Timeline."
* The findings were drawn from approximately 500 Pages with more than 10,000 fans apiece.
I'm not surprised at all over this finding. Other developers, community managers, and strategists I talk to have seen a steady decline in activity and results despite throwing even more time and money at the 'problem'.
Facebook Tab Engagement Down 53% Since Timeline Launch
Tabs on Facebook brand Pages are getting a lot less clicks since Timeline was introduced.