Now that Facebook Timeline is available for brands, companies have access to a compelling new marketing tool.It allows brands to make an even bolder statement, and engage users in a whole new way.
Here’s everything you need to know about using Timeline for your brand:
Cover Photo Banners
One of Timeline’s most visible features is that your page now includes a giant header image alongside your small conventional “profile picture.”
Using your page-spanning Cover Photo, you can advertise new products, team members, or your company logo. The Cover Photo is meant to be a canvas for any way you want to visually express yourself or your company’s creativity.
Timeline encourages individual users to plot life events. Now companies are able to illustrate a visual history that people can engage with. This allows you highlight crucial moments during your company’s history, past or present.
For example, you might want to create a milestone with an accompanying picture for when your company broke the 1,000 employee mark. The picture attached to this event will span the width of the page. Below the picture is a comment box for people to like and/or make comments about the picture you’ve highlighted.
Or, you might create a milestone for when you launched a new product, like a new basketball shoe for example. The picture you post of the new shoe will be very visible to anyone who visits your Timeline.
These milestones dominate the landscape of your Timeline page as you scroll down, and are obvious bullet points for people that visit your profile page. They are expanded status updates for all intents and purposes.
Polls, Photos, Events And Other Apps On Timeline
Just like with your previous Facebook brand page, Timeline lets you place interactive content on your page like a Poll, Event people can RSVP to, and photos of your team and/or your company. But now, these kinds of content populate boxes on your Timeline that summarize activity within each respective category.
For example, on the old Facebook profile, you’d have to navigate to Polls in the left navigation bar of a brand page to interact with polls. Now, Polls will have their own “tile” and box where users can interact with your poll, right in the middle of all your status updates, events, and pictures. The downside is that these are overshadowed by the Timeline Cover, and apps that do not appear above the fold will require more active engagement from users.
Sharing External Content On Timeline
One cool Timeline feature is that if you visit a partner’s Timeline page, you can choose to share one of their updates and have their update appear on your Timeline. In this way, you can intermix internal and external content on your Timeline.
Not every update on your Timeline need be an update from your team. You can display your company’s diverse interests by posting links and sharing content from the Timelines of others.
Another powerful new feature is that companies will now be able to receive messages from fans. This gives brands the opportunity to interact more directly with customers.
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