Don't panic, your tabs are still there.
It's first important to point out that your tabs are still there and that they've just been moved. Previously, custom tabs were located between your cover image and timeline, squeezed next to some very basic information about your business or a brief page description.
Many argue that the previous location is prime real-estate crucial for a successful tab campaign or promotion and that the repositioning of tabs will bury them out of sight of page visitors. However, others will tell you that the way in which you promote your campaigns is what will drive success. We reached out to ShortStack, a self-service custom app design tool for creating apps for Facebook pages, and their CEO, Jim Belosic had this to say about the change:
"Apps have always been buried. People interact with content on the Facebook News Feed, so with the Page redesign, the location of apps shouldn't matter too much. Facebook users cruise the news feed to look at photos of their friends but if they see an update that says you have a new contest, coupon or other content, they will go to the app. The bottom line is that the more you promote and link to your apps -- on Facebook, Twitter, on your blog, in email, etc. -- the more views they'll get."
To Jim's point, Facebook users do hardly ever revisit a brand's Facebook page after liking it and the engagement with your app/tab is completely dependent on how well you promote it. If you think back to some of the most successful Facebook campaigns by leading brands, you'll probably note that you arrived at the promotion by clicking a link a friend shared, an ad, or a sponsored story. If this holds true, you are responsible for the success of your campaign, not Facebook's placement of the tab.
Add value to your vocabulary.
Wherever Facebook decides to move your custom tabs and however you choose to promote them, if your campaigns lack real value they will still remain unsuccessful. As we discussed above, placement isn't what matters, properly promoting your campaigns is. This means that the necessity to promote campaigns that don't suck will become even more important. When you're developing your Facebook campaigns, put customers first. Sales are a direct result of adding value to everything that you do.
For great resources on Facebook app development and custom tabs, be sure to give ShortStack a look. For help with your social media campaigns and page management, swing by our Social Media services page and send us a note, we're eager to learn more about your business!