Facebook’s Timeline has been the topic of many social media discussions for months, and today the site finally brought the Timeline preview to brand pages. While the Timeline feature is not loved by everyone, all pages will be switched to the Timeline on March 30, 2012. Here at RBOA and Digital Opps, we believe it will quickly become a huge asset for brand pages and the administrators behind them, so we have already started implementing the new look for ourselves and our clients.
Still a skeptic? Here are five need-to-know benefits of Facebook Timeline that may change your mind:
1) The Cover Photo.
The new cover photos are the most obvious, and in my opinion the most valuable, asset of the Timeline. Instead of a small profile picture to represent your page, you can now use your branding and messaging at the top of the page where people are most likely to look first. Your photo can be a banner that matches your website header, an image to showcase events, a reminder board for fans or any representation of your brand that you can fit into the 851 pixels wide by 315 pixels tall (the cover page dimensions).
2) The Admin Panel.
The admin panel is a marketer’s dream come true. When you visit a page you administrate, your admin panel will appear above your cover photo. From here you can access all the information you need to manage your brand page. In this box you will see your recent notifications, new likes, insights, messages and page tips. If you click on the manage, build audience or help buttons, you have even more options – without ever needing to leave the page.
3) The Highlight Feature.
Facebook has finally given brands the power to highlight posts and pin them to the top of your Timeline. Now your photo albums, events and milestones can become large posts that stretch across the screen. This allows you to create a more in-depth identity for your brand’s page. Users will be able to see what is most important by the flagged post at the top of the page, and chosen posts will be featured as they scroll through the Timeline. Your top post can be changed as often or as rarely as you’d like (Facebook recommends using a “weekly” posts). With posts emphasized based on your preferences instead of time, you have more control of your brand page than ever before.
4) Emphasis on Images.
On your first visit to an activated Timeline page you will notice that pictures and videos are more visible than ever. If your cover photo is your introduction to your fans and new viewers, then your Timeline images tell the story of your brand. Using images to define milestones, show progress or showcase new services will catch your viewers’ eyes much faster than a standard post.
5) An Opportunity for Innovation.
While many page administrators will be frustrated by the loss of landing pages, I believe Timeline creates an opportunity for new creativity and innovation. As PR pros, advertisers and marketers, we must adapt – quickly – to these changes and find new ways to connect. Viewers have become de-sensitized to landing pages since most brands to use them, but Timeline is new and fresh. Whether they like Facebook’s most recent change or not, the new visual design will give you a new chance to make an impression.
The Bottom Line
Whether you are ready to embrace Timeline or not, all brand pages will be switched over by March 30, 2012. Take advantage of the preview time to play with the layout, explore new features and develop innovative ideas before you publish your new page. Once you give it a chance, I think you’ll find that Timeline for brand pages is a game-changer in the marketing world.