SAN FRANCISCO, CA - SEPTEMBER 22: Facebook CEO Mark Zuckerberg announces Timeline as he delivers a keynote address during the Facebook f8 conference on September 22, 2011 in San Francisco, California. Facebook CEO Mark Zuckerberg kicked off the conference introducing a Timeline feature to the popular social network. (Image credit: Getty Images via @daylife)
Whether you like it or not, all brand Facebook Pages have been migrated to use the Facebook Timeline layout. Resistance is futile and you must assimilate.
Don't worry. For brands and businesses, the new Facebook Timeline makes it easier than ever for you to tell your brand story and take control of that story as well as visitors' experiences on your Facebook Page.
It's easier than ever to turn a boring Facebook Timeline into a successful content marketing initiative. Here are five features of the new Facebook Timeline that you don't want to miss:
1. Facebook Timeline Cover Photo
The cover photo is the big image that appears at the top of the page when visitors land on your Facebook Page. This image should instantly communicate your brand message and promise. Don't choose a generic image. Invest in a great image that helps your brand stand out from the crowd and intrigues visitors enough to get them to stick around for more than a few seconds.
2. Pinning Posts
If you have a story or piece of content that you want to make sure is seen by as many people as possible, you can pin it to the top of your Timeline. Once pinned, that story will remain at the top of your Facebook Timeline for seven days rather than simply appearing within your chronological Timeline of updates. This is a great way to promote a special offer or sale or to hype an upcoming conference or event.
3. Highlighting Posts
As you publish stories to your Facebook Timeline, be sure to "star" your most important and compelling content. Visitors to your Facebook Page have the option to browse through your content using several different viewing options. One of those options is to view highlighted content first. It's just one more opportunity to get your best content in front of the most people.
4. Apps
The new Facebook Timeline shines the spotlight on apps by displaying them as tabs with thumbnail images beneath your cover photo. The first tab leads visitors to the photos published on your Facebook Page. You should use the three additional tabs for the most important apps that make your Facebook Page more compelling to visitors. For example, you might use these tabs to lead visitors to your videos, your blog posts, a special promotion, your online store, or a contest. You can include up to twelve additional apps on your Facebook Page using the new Timeline.
5. Milestones
Most businesses have archives of content used for a wide variety of purposes over the years. You can turn your company history and your content archives into compelling stories using the Facebook Timeline Milestones feature. Don't just share dates. Instead, share stories that build emotional connections between your brand and visitors. For example, Spotify is using the Milestones feature to turn its Facebook Page into an online history of music. By offering interesting and useful information to visitors, Spotify increases its position in consumers' minds and lives.
Take some time to view other Facebook Pages to get inspiration and ideas for your own Timeline. The Old Spice Facebook Page is a great place to start. It's clever, targeted, and comprehensive. Most importantly, don't forget that the Facebook Timeline is still a new feature, so businesses are just learning how to use it effectively. Be prepared to experiment and tweak your Timeline to find the best way to reach your goals.
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