All that said, the key to the pages change is that it is a step in the right direction, but it isn't a complete fix. There are a few issues in the way Facebook has released the updates that mean we aren't going to be abandoning Twitter any time soon, even as we dramatically increase our use of Facebook. With all of these points, my exposure comes only from trying to functionally react to the changes Facebook has made. So, they are either true issues, or points of serious confusion after significant research, which you may want to consider as you figure out how your brand should function with regard to the Pages changes.

1. Make sure you choose which of your brand's 'tabs' you want to appear when users first look at the brand page. By default it seems that when a non-fan visits a fan page, the first tab that is loaded is the Boxes page, rather than the Stream or Wall pages that is standard for user profiles. True, the Boxes tab is where the brand has the most control over the layout of experience of a visiting user, but it isn't the viral/communicative part of the page. So, make sure you decide upfront whether you would rather have more control on the Boxes page or open up the conversation by first pointing to the 'wall' or 'stream' view.

2. I can't figure out how to update Facebook 'status' for my brand via Facebook Connect or Facebook Applications, and am not sure I can. It is possible that I am missing something, but also possible that this is a conscious decision by Facebook. Without the ability to update my brand's Facebook status via Connect or Applications, I actually have to make Facebook my starting page on the Web for our brand's social identity. I can't just have Facebook parrot Twitter, or another service. Unless they change this, it is a powerful but subtle play on their part to eventually come to own your brand's presence.

3. For brands, Facebook still isn't fully a conversational tool--I can't respond to an individual, just because they are a fan of a page I own. I can't publicly '@' them so that people looking for posts back and forth can follow the thread of our conversation.

Overall, I like the page changes a lot. I think you will see brands making another go at seriously investing in their voice on Facebook, and you could easily see them becoming the dominant platform for brand discovery and interaction. The problem for them is that because the platform is so vibrant and powerful, it is very hard for them to turn on a dime and provide as simple and elegant a solution as Twitter.