Inside Face­book recently wrote about the new Top Posts fil­ter that now appears on many Brand Pages on Face­book. They­ex­pect it to be a a sig­nif­i­cant shift in con­trol for Page Admins as it will sur­face the most engag­ing user-contributed Wall posts regard­less of the content.

This fil­ter would func­tion much like the News Feed’s default Top News fil­ter — the posts with the most likes and com­ments would become more promi­nent, thus mak­ing it vir­tu­ally impos­si­ble for Page Admins to con­trol which posts are viewed  by the com­mu­nity. This allows a Page’s own com­mu­nity to influ­ence what con­tent they want to see first. It may sound like a pos­i­tive fea­ture at first, after all, brands want their fans to have a voice in the com­mu­nity. How­ever, this fil­ter could bring to the fore­front a sig­nif­i­cant amount of off-topic, offen­sive or unfa­vor­able content.

The Top Posts fil­ter presents Brand Pages with a unique oppor­tu­nity to per­fect their com­mu­nity man­age­ment and edi­to­r­ial cal­en­dars. Com­mu­nity man­agers work very closely with brands in devel­op­ing their tone, voice and over­all com­mu­ni­ca­tion strat­egy to gar­ner as much engage­ment per post as pos­si­ble (to keep each each sta­tus update in the Top News fil­ter, and build the community).

The Top Posts fil­ter pro­vides com­mu­nity man­agers and Page Admins the oppor­tu­nity to lis­ten and fine-tune their com­mu­ni­ca­tion strat­egy to give the com­mu­nity what they want. This fil­ter actu­ally gives the Page Admins more insight into the com­mu­ni­ties they’re engag­ing with.

As Inside Face­book states, “The Top Posts fil­ter could also improve the loy­alty of users who share high-quality con­tent to Page walls.” This can, also, give the Page Admins insight into their loyal fans and reward them appro­pri­ately, while gain­ing the appre­ci­a­tion and recog­ni­tion from other fans in the process.

I view the new Top Posts fil­ter as an oppor­tu­nity for Page Admins and com­mu­nity man­agers alike to gain knowl­edge about the com­mu­ni­ties, and step up to what really mat­ters to consumers.