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How is Facebook Timeline impacting current brand pages

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In September of 2011, the world’s largest social media network unveiled Facebook Timeline; it was met with a flurry of excitement and criticism. But after much pomp and fanfare, Facebook Timeline was rolled out to fans in beginning of 2012. Today, the timeline debate is for brands. As of end of February 2012, Facebook Timeline has been made available for brand pages. As a marketer, you are probably wondering what this means for your brand? . . .

In September of 2011, the world’s largest social media network unveiled Facebook Timeline; it was met with a flurry of excitement and criticism.  But after much pomp and fanfare, Facebook Timeline was rolled out to fans in beginning of 2012.

Today, the timeline debate is for brands. As of end of February 2012, Facebook Timeline has been made available for brand pages.  As a marketer, you are probably wondering what this means for your brand?

Your brand page in Facebook will probably be displaying a message about the Timeline feature and whether you would like to preview it. If you click on the preview link, then only your page administrators will be able to see the look and feel of the new timeline page but it will automatically go live on the 30th of March 2012.

Say Goodbye to Landing Pages

The Cover picture of the timeline is a large banner which can be designed to convey what your organisation is about.  However, there are few restrictions imposed by Facebook on cover page pictures:

  • No Pricing Information can be displayed
  • No call to action
  • No company information

The About section is just below your cover photo and you can include a catchy headline about your products and services.

You tabs and page apps have been moved to the right side and this could be considered as a distinct disadvantage of Facebook Timeline. However, with the introduction of sending private messages to your wall, Facebook has created a new service channel where criticisms and concerns can be addresses privately without them appearing on your wall.

More Insights and Administrative Options

The Timeline Navigation bar allows your fans to browse through your organisation’s history and the best part is Facebook allows you to disable random posts from appearing on your Timeline.  Another exciting feature for brands is that Facebook allows you to pin an important post to the top of your Timeline. This could be a promotional message, a picture or anything that needs highlighting.  Additionally, with the use of the composer you can add specific company or brand related milestones on your timeline, enabling users to engage with your brand on a more personal level.

The administration panel displays the notifications, new likes, Insights, messages and page tips.  This allows you to have an overall understanding of your page statistics in one glance.  There is also an activity log which allows you to search and filter page comments easily. This is an extremely handy addition to Facebook brand pages.  These are some on the hyped changes that Facebook has made to brand pages.

Prior to the popularity of Facebook, brands frowned upon the idea of creating online fan pages and engaging with the customers through them. Today, Facebook Timeline faces a similar reaction, loved by some hated by many, and yet we all have to agree this is yet another dimension to online marketing and the changes make it that much more challenging and exciting to create that WOW effect online.  Timeline will challenge the creativity of marketers but what brands need to remember is that it also offers an excellent opportunity to share the journey of your brand through the years in a never before seen digital format.

Stay tuned next for the second part of this article, on how Facebook Timeline has become a SoLoMo (Social.Local.Mobile) platform.

If you would like to leave a comment, ask a question or arrange a one-to-one consultation contact me on logan@logannathan.com or via one of my social media channels using Facebook, Twitter, LinkedIn and Google Plus.

About Logan Nathan

Social Media Business Consultant | Internet (Web) Marketing Strategist Speaker | Trainer

Based in Sydney, Australia, Logan has been an avid & passionate social media user since the advent of Facebook. Logan runs his own workshops on the social media for business in Australia. He has also written a number of eBooks on the same subjects (Social Media Secrets for your Business, Twitter Secrets for Your Business and Social Media Startup Guide for Business), all of which are now published and available online. Logan is also a passionate speaker on the subject of using ‘Internet and Social Media for Business’ and spoken at number of Business conferences in Australia and overseas.

Watch testimonials from Logan’s latest workshops on http://www.youtube.com/logannathan

Book your seat at the upcoming workshops, refer http://www.ictsocialbusiness.com.au/social_media_education/social-media-training-workshop