Facebook’s Timeline has already received a fair share of feedback. Is it a marketing fix, or a fail? Many marketing professionals are worried that the strategies previously relied upon to drive results are no longer facilitated by Timeline. Custom landing tabs, profile banners in the left column, and visibly prominent calls-to-action are all things of the past. Marketers must now re-evaluate the landscape of social media marketing. Marketers need to immediately learn Timeline best practices and make swift moves if they want to successfully adapt.
Milestones: Timeline’s milestone feature is one of the most important tools in telling a compelling brand story. Businesses need to include milestones that will resonate with their core audiences. This is a really great tool for those companies that have not successfully leveraged key moments in their company’s histories in the past. Milestones provide a second chance to be recognized for the work they’ve done and the contributions they’ve made to their industries.
Images: A picture’s worth a thousand words. This reality is one of the reasons behind Pinterest’s success. Marketers should focus on incorporating vibrant images in conveying their brand’s story. This is a valuable method of creating a dynamic look and feel via a company Facebook page. B2B companies can especially excel in this visual area by posting strong infographics and compelling video.
Utilize a post’s size and prominence: Find posts that generated the highest level of engagement among your target audience. Marketers can now make individual stories more prominent in size, or pin them to the top of their company’s Timeline. This is a huge opportunity for marketers to showcase content that really engaged their community. It also provides a way for essential posts to cut through the clutter and drive attention to what’s important to your audience and brand.
“About Us” section: Revisit the bio your company has been using. The new “About Us” section featured prominently below your Timeline cover provides a small space of opportunity to tell the world about your business. Keep this description to a minimum. It should be brief but strong statement that sums up your brand. And don’t forget to leave room to include a web address.
When combined, these features can provide an unparalleled method of creating a comprehensive and cohesive overview of who you are as a company. Until recently, many companies have mistakenly used Facebook as a vehicle for advertising. Marketers have focused more on trying to leverage Facebook to sell, rather than to build relationships and enhance their brand image in a dynamic way.
Timeline requires marketers to get more creative in order to best express a compelling brand story and engage audiences. It’s a marketing game changer, and it alters the rules of online promotion. Not only does it present marketers with a novel way of highlighting their brand’s history and growth, it might be just the marketing fix they’ve been looking for.