What Will Facebook Timeline Mean for Brand Pages?

October 6th, 2011

By now, everyone knows about Facebook’s new Timeline interface for user profiles. What has everyone speculating however, are the upcoming changes to Facebook Pages.  Although the date for the launch of the new Facebook Pages hasn’t been revealed yet, given users’ new interface and Facebook’s socializing philosophy, we can foresee some of the uses Pages will have in increasing both audience engagement and your company’s ROI. Here’s a sneak peek of what will most likely change and how your brand can make the most of them.

Mashable's representation of what new Facebook Pages may look like.

Quality Trumps Quantity

What Facebook will probably change:

Most likely, Facebook pages will not work exactly like the Timeline profiles, but they will have a similar look and feel to the new user profile design that features more pictures and highlights the most important events in a user’s life. Users won’t be constrained to recent posts –all content ever published on Facebook will be readily available, making content more relevant than ever before.

How to capitalize on it:

The upside to this update is that your relevant content will earn more readers; the downside is that if your content is consistently irrelevant it may be relegated to the forsaken Ticker. Keep this from happening by cleaning up your past posts and remove the ones that are irrelevant or repetitive; you want your page to look as clean and consistent as possible.

Creating a Brand Story

What Facebook will probably change:

The new Page Timelines will most likely allow for longer posts, giving companies the opportunity to use their Facebook Page walls as a mini-blog.

How to capitalize on it:

Since pages will have an increased focus on content, it’s important that your content reflect the uniqueness of your brand story. After all, stories allow fans to better relate to and develop brand loyalty. If you choose to use your wall as a mini-blog, make sure that your posts are always aligned with your brand messaging – just as you would with a traditional blog.

Understand Your Audience

What Facebook will probably change:

Open Graph, the new metric for Facebook engagement will allow companies to see how many users added the company’s content or application to their personal Timeline. Facebook will also allow anyone that visits your page to post and comment on it without having to “Like” the page, expanding the number of users brands can reach.

How to capitalize on it:

In order to be added to users’ Timelines, your brand must be captivating and relevant to their interests, which makes it even more important than ever to understand your target audience. This new metric will be very beneficial in tracking actual engagement, rather than simple impressions. With the new tool, you’ll be capable of understanding which of your actions drives your audience’s engagement the most and which ones aren’t worth your time.

How to Curate the Perfect Page

Due to the numerous upcoming transformations Facebook will make, it’s important that company Pages are tended and cured to perfection. In addition to deleting irrelevant posts and pictures, you should add more information about the company, pick a perfectly branded picture for the top of the page and create a new company strategy for once the new Facebook Pages go live. Although time consuming, altering your existing strategy now will not only help you navigate the new Facebook Timeline sphere, but will keep your brand fresh and relevant to your audience.

Facebook Update: How will you tell your brand story on your company page with the new Facebook Timeline?

Posted Under: Branding, Digital & Social Media
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