The end of March is upon us. And that means Facebook is switching over to the Timeline format, meaning every Brand Page will be needing some big ole’ updates. If you have switched over already, high five. I applaud you. Rock on. This is still a new format, and like everyone else, I’m still forming my opinion. Here’s what we know so far:
Engagement. Facebook has stated that higher fan engagement is the most important goal of the layout switchover. This is proving to be true. There are more ways to interact with pages now, including a Direct Messaging option (for customer service queries, complaints, etc). This gives fans and users a little more discretion than just writing on the Facebook wall, and the privacy is much better for handling issues—positive or negative.
Personalize, inform, interact. There is only one default landing page in the new format, so that means no more selecting which tab your fans will see first. In my opinion, the Timeline layout is not as “personal-izable” (not sure if that’s actually a word, but let’s go with it) as the previous format. But I suppose the new layout does give you space to put a big, fat, in-your-face-image right at the top. So it goes without saying that you need to utilize this space. Basically: if you’re promoting a new product, a new event, a new service, a new anything… this is where that image goes.
On a brighter note, Timeline allows you to personalize and highlight company information from before your Facebook days. You are able to add big news-worthy events and relevant information dating back to the company’s inception. Coca-Cola put up the original stock certificate from the company’s founding in 1886.
Offers and Deals, et al. Facebook is in the process of rolling out new ways for fans and Pages to interact with each other. Essentially, expect lots of new ways to reach out to users via coupon codes, Check-Ins and Facebook inbox messages. Frankly, these concepts are too new and green to form an opinion about just yet. However, we will see a lot of creative Facebook campaigns coming out in April and I feel that if it works, it’s really gonna work.
Director of Business Development