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Facebook Timeline Debuts Rife with Opportunities for Richer Brand Storytelling

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Last week, Facebook’s Timeline feature – first announced at fMC in March – rolled out to all Pages. Tapping into insights from the 120 million people 360i speaks to on the platform every day, we worked with our clients to recreate more than 80 community pages within the new Timeline format.

Whether you were ready for it or not, your Facebook brand page has made the switch to Timeline, too. Some of the biggest changes: landing tabs have gone away; a rich, historic timeline is ready to be populated; real-time insights are visible via an admin panel; and a private messaging feature is now live.

But let’s not forget the flood of creativity that has exploded across the platform. A massive creative canvas is now front and center on the page, serving as the literal cover. Dig deeper and you’ll see that thousands of years of history have been unlocked and are available for you to tell a richer and more immersive story about your brand.

Here are four ways to make the most of the new cover photo and timeline features:

  1. Put fans at the center of your brand’s narrative. Start telling better stories – or better yet, start story-pulling by sharing content that pulls fans into your brand’s story and immerses them in a special experience.
  2. Use Timeline to share your rich history. Surface the amazing nuggets, facts or products that give your brand its place in history.
  3. Place your fans’ passion points front and center. First impressions mean a lot. Identify what your fans care about most, then utilize the cover photo to show them that you understand their interests and passions with respect to your brand.
  4. Showcase a multidimensional or dynamic side of your brand. As Timeline helps brands tell a deeper story about the history of the brand or industry, the cover photo is a great way to refresh your page based on new product installments (i.e. lines within a retailers offering or a new twist on a long-running show).

Research recently reported by AllFacebook makes the claim that a small percentage of Facebook users actually revisit the Page of brand they’ve liked, but to ignore the new features is miss out on the creative storytelling opportunities now available. Below is a summary of some of the creative and intelligent ways our clients are using Timeline in alignment with their marketing objectives.

All this is just the beginning. Over the next few months, creative story-pulling will truly emerge. Facebook Timeline presents an amazing opportunity for brands to celebrate their own stories, history and heritage; to highlight the beauty of their product, the creativity of their brand or the allure of their stars. For brands on Facebook, the time is now to showcase what makes you special.