Facebook Timeline for brands requires marketers to prioritise content strategy and engaging experiences. Accumulating "Likes" is no longer an acceptable key performance indicator. Companies must now carefully develop editorial and engagement plans in order to use Facebook to build connected brands, or close relationships with audiences formed by being useful, usable, desirable, visible and engaging.

This document contains key learnings, updates, and several recommended next steps for marketers regarding Facebook Timeline for brands. The iCrossing Social Media team will continually test the new features in order to update our best practices and optimise effectiveness for our clients.

KEY LEARNINGS: HOW THE CHANGES AFFECTS MARKETERS

On 30th March all Facebook Pages migrated to the Timeline format, providing brands with the ability to creatively personalise their Pages and expand engagement through a diverse set of post types. The Timeline update evolved Facebook into a full-scale, social marketing platform with an increased focus on three key areas:

• Expression: A Page’s visual branding and narrative
• Reach: New ways to ensure more meaningful engagement on the web and on mobile through Pinned Posts, Friend Activity, Starred Content, Milestones and Backdating, Offers, and Open Graph applications
• Response: Expanded Admin and new Message features

These changes are most reflected in the ability to brand the Page and curate posts on the highly visual Timeline, which is a powerful story-telling and strategic tool for marketers. Timeline offers a more diverse collection of content around experiences, events, and topics that brands can capitalise on in highly engaging ways.

Timeline for Brands:

• Allows for more precise definition of the brand through a more visual layout (See: Red Bull)
• Connects with consumers by introducing a brand’s history, meaningful stories and key milestones in Timeline (See: The New York Times and Coca Cola)
• Builds stronger consumer relationships through the ability to receive and respond to direct messages, as well as monitor post-level activity through the updated Admin Panel, creating the opportunity for one-to-one and overall responsive messaging
• Allows consumers to more prominently see how their Friends are engaging with the brand in three ways:
• The number of Friends who have Liked the Page
• A view of Status Updates a Friend has written about the brand, regardless of whether they’ve Liked it or tagged it in the post
• A view of Friends’ interaction with branded apps
• Facebook Open Graph (e.g. Spotify)
• Adds a new post type called Offers, allowing brands to feature direct marketing promotions and deals on their Page (free), and as ads, which can be claimed and shared by Fans and their Friends
• Makes real-time earned and paid media connections that multiply reach and engagement through “Reach Generator,” including Facebook’s updated Sponsored Stories and new premium ad units

> To read the rest of the POV download the PDF now. For more information email results@icrossing.co.uk.