Facebook
is switching all personal profiles and brand Pages to its Timeline format this
week, changing a template that many of us grown accustomed to. This exciting
new format offers opportunities for brands smart enough to take advantage of
them.
How
can your brand make the most of the
new Facebook Timeline? Read on.
Take Off From
Landing
How
many hours did your designer spend creating your Facebook landing page? Well,
it was nice while it lasted; landing pages are gone. Facebook is trying to
eliminate “like-gating” – forcing users to like a page to view any content – as
well as deceptive Pages that trick you into liking or sharing them. The new
format comes with only one landing page, which includes the big cover photo,
tabs (now at the top), and the timeline itself. All these features are
customizable.
Pin to Win
You
may be tempted to post content in the large cover photo, but Facebook doesn’t
allow you to post prices, contact information, or a call to action in that
space. Don’t worry -- you can now keep important content at the top of your Page
by “pinning” any post. The “pin” lasts seven days and ensures that it’s the
first thing visitors see. If you’re running a contest or a sale, pin it!
Tell Stories
Storytelling
was the
most popular topic at South by Southwest this year. Brands are starting to
realize that they can’t just post press releases or tweet “Thanks for
following.” They must tell stories. Facebook’s timeline feature is the perfect
way to share your brand’s story and make an emotional connection with your
fans. Talk about odds you overcame, innovations you pioneered, or awards you
earned. Add images to the timeline to make it even more compelling – people
will be charmed by a picture of your first office, especially if it includes
your 90s haircut!
Talk to Your
Fans
Fans
of a Page can now contact the brand by Facebook message, so you can make some
interactions private. A complaint-and-recovery process no longer has to take up
valuable Wall space, and smaller matters, like a contest winner’s home address,
can now be shared privately. As Twitter direct messages have shown, people are
thrilled to have personal contact with the brands they love, so find a reason
to drop them a line, whether it’s “How did you enjoy your stay at our hotel?”
or “Did your refund arrive on time?”
Bonus Info
A
few more tips on how your brand can make the most of Facebook Timeline:
What
size is the Facebook cover photo? 315 pixels high by 851 wide. The image should
definitely not be smaller than 400 pixels wide.
Use
the expanded Insights feature to view analytics on your Page, including the age
of your Fans, which can be useful when buying Facebook Ads.
Tabs
are now at the top. You can have a lot of them – Coke has 12 – but only four are
visible when users first come to your site. So make sure those four have great
images that make fans want to see more!
There’s
no minimum fan number for a “vanity URL.” The moment you create your Page, you
can make the address “facebook.com/yourbrandname.” And you can change the URL
until you reach 100 fans.
Want
a killer design and copywriting team to help create your new Facebook Page? Brandemix can
help.
Great article! Thanks for staying on top of the often-changing world of Facebook.
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