Facebook has finally launched its timeline feature for Page owners. Brands that have a presence on the popular social network are now free to update their profile to activate the feature and start putting it to use. As you may know by now, the timeline uses a two column-like format that presents information in reverse chronological order for fans and visitors to follow. And while it is far too soon to gauge any results, brands definitely appear to be excited to finally get their hands on this potentially game changing feature.
Facebook | A Glimpse at the Present and Past
Not all Facebook users are onboard with the new timeline. A March poll conducted by community site SodaHead showed that 70% of users didn’t like it, while only 20% did. Another poll, this one conducted by CNET, revealed that just 21% of its users like the feature, while 37% only use it because they have no other choice. The big problem most people appear to have with the Facebook timeline is how it literally goes back in time to showcase past updates and activities some people may not want to be so easily discoverable. However, what makes this feature unsettling to the user is also what makes it valuable to the marketer.
For a business, the Pages version of the Facebook timeline offers a fresher way to engage audience members by simply making more information about the company conveniently accessible. For example, you can provide fans with a look at your brand’s Facebook journey from the day it arrived on the site to now. You could also get more creative and use the timeline to share the complete history of your company. This is something brands like The New York Times are already doing. The timeline offers an interactive way for companies to connect with their fans like never before.
Facebook | Customization Personalizes Your Page
Another plus that comes with the Facebook pages timeline lies in the new customization options that accompany the feature. First, there is the real estate at the top of the page, which can be used to showcase a large photo, logo, and description of what you do. The new format also gives you the ability to showcase one of your most popular posts near the top of the timeline, similar to what is possible with Twitter’s brand pages. This update can be changed to reflect whatever is going on with your brand at the time. These customization features and others allow brands to create user-friendly experiences their fans appreciate.
As more brands enable the Pages timeline on Facebook, we will surely start to learn more about how pages are performing before and after. In turn, this will give us more examples of how to optimize and properly use the new feature. Change is bound to come, and this is one change Facebook users are going to have to get used to because the timeline isn’t going anywhere.
Francis Santos is a writer for Benchmark Email, an email marketing software company.
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