Facebook's Timeline Means Changes for Marketers
Has your business become familiar with Facebook Timeline?
If you are using it as a marketing tool, then you’ve probably noticed that your company’s page looks different than it did a few days ago. That’s because, effective March 30, Facebook migrated all company brand pages to Timeline.
In order to maximize the features of Timeline, there are a few things that are important to know as you become familiar with the new look and functions of Facebook. Taking the time to understand what these changes mean can help you in your marketing efforts.
Pages now sport a “cover photo.” This feature can set the tone for the page, and can convey the message you want to put forth for your company. It’s important to check the photo that is there. It’s a new size, and you want to be sure it’s cropped correctly and gives the right message.
Private messaging is here. This means brands can respond directly to fans or visitors with the caveat that only the visitor can initiate the conversation. This is a huge opportunity for companies, but make sure your business has a strategy for dealing with a possible flood of inquiries and comments, both positive and negative. If you aren’t ready, you can turn this feature off. But if you welcome a flood of inquiries, this is your chance!
Interaction is more important than ever. Timeline provides new opportunities for companies to interact with and engage their audience. The best way to take advantage of these opportunities is with interactive content. Videos, quizzes, surveys, sweepstakes, contests and coupons are the type of content that is most often clicked on, liked, shared, and otherwise consumed—your best bet is to fill your Tabs/Favorite Apps slots with quality, interactive content and update it frequently.
There is a new Admin panel and “Insights.” Use these tools to manage posts, post milestones, keep track of likes, networks, people talking about this, etc. To get deeper analytics on how your individual apps are performing including impressions, share rates, responses to calls to action, etc., make sure that you are choosing a solution that offers this information.
You can get more details on the changes to Facebook by visiting Facebook’s Timeline for Brand Pages. In addition,this webinar on marketing strategies using Facebook Timeline features both tactical information — like how many pixels a cover photo should be — as well as information on some of the strategic content options that companies should consider.
Seth Lieberman is the CEO of Pangea Media/SnapApp, a web-marketing platform.