Facebook Timeline for Brands
I Imagine attended Wildfire’s webinar, Timeline for Brands: Everything You
Need to Know to Make the Switch. As marketers, we are extremely excited about the
new Timeline layout and how it will improve user experience. Although it may seem
overwhelming at first, making the switch to Timeline is necessary to not only reach
and interact with your audience, but to tell your brand’s story.
So, what is new?
The first, most obvious change is to your Cover Photo. This is a huge opportunity to tell your brand’s story, so upload an image that has meaning to you and your brand.
But the three biggest takeaways to launch a successful Timeline for
your brand are the following:
- Consider your presentation carefully,
- Think “quality over quantity”, and
- The content is the ad
New Tab Location
The custom tabs you built will remain, but will be located in icons above the fold.
There will also be a box where consumers can view a list of their friends who “like”
the brand as well as a second box that will live update as users talk about the brand.
Facebook is also giving both users and administrators access to Analytics. How can
a brand use this? As a simple way to conduct Competitive Analysis. You can look at
your competitors’ pages and see their click through rate, number of “likes”, which
months they generated the most user content, and other useful information.
What’s another cool feature that brand pages will have? Private Messaging. This can
be a great customer service tool, or resource to engage your social media staff if you
are a large brand.
Facebook has also changed the way advertisements will run. Premium ads will place
Sponsored Stories at the top of the newsfeed. Facebook wants to use advertisements
as a way to feature content, so, as a result, your ads must stem from an organic post
on your page that consumers can interact with. Additionally, ads can now be viewed
on mobile newsfeeds and during the log-out experience.
So, what now?
Take time to review your timeline before you publish it, because you
are telling your brand’s story. Before, Facebook was concerned with chronology,
and now it is focused on progression over time. As a result, consumers now have
a deeper view into your brand as they can explore the brand’s history and other