Facebook Timeline for business explained

May 18, 2012

Facebook recently introduced a number of changes to business pages to provide updated marketing tools for businesses and organisations. The new Facebook Timeline enables businesses to brand, interact and manage their Facebook account to improve engagement and user experience.

We’ve outlined below the five main changes that have affected businesses with some tips to help you make the most of this social networking tool in your PR and social media activities.

1. Cover Photo: The new Facebook Timeline now requires a cover photo that runs across the top of the page. This provides a unique opportunity to brand the page.

#Tip: Choose an image that best represents the company as a cover photo. This is likely to be the first thing people see when they arrive on your page, so you need to make sure it keeps within branding guidelines.

2. Pinned Posts: The traditional Wall has been replaced by a Timeline which charts Facebook activity over time. Like the old wall, both personal and public posts will appear on the Wall. One new feature to help companies keep control of their Timeline is the ability to pin or favourite posts. By pinning a post, it will remain higher up in the Timeline and thus remain in sight when users visit the page.

#Tip: Use the pinning facility to keep key company messages high on the Timeline. As the general public can post on the Timeline, using this new tool will allow you to keep company information in the public eye and will help organise the page. Make sure that the information pinned is always your current business priority.

3. Milestones: The new Timeline allows for users to retrospectively enter key corporate milestones.

#Tip: The milestone feature offers businesses the chance to add personality and valuable content to the Timeline. Try and add content such as:

• Company founding date
• Key product launches
• Key staff appointments
• Large business deals, such as expansions, new division openings, etc
• Key news announcements

4. Apps: The new format of Facebook means businesses can no longer set a default landing page. While applications still exist, they will now be displayed in rectangular panels underneath the cover photos.

#Tip: Only three applications will be displayed so make sure you select the most appropriate ones to help fulfil your social media objectives.

5. Private Messages: Businesses will now be able to interact privately with Facebook users and other brands.

#Tip: Engage with key businesses and fans using the new private message facility. Like the phone or email, this is just another tool to make communication easier for you and your customers. Respond quickly and don’t forget to interact with other brands or businesses you might be working with – whether it’s tradeshows, partnership deals or the media!

Remember that ‘content is king’ in online marketing. Remember to engage and converse as much as you can. Whether it is a heart-warming case study, an engaging video, a product launch, or a great review you’ve received, try and offer your friends and fans on Facebook information and insight into your brand that they can’t get anywhere else.

By Charlotte Rowland

Find out more about IT and technology PR at Media Safari.

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