3. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
On March 30th, Facebook will require all brand pages to convert to the new Timeline format. This conversion will bring about
significant changes to the look, feel, and functionality of your brand page. While any change of this magnitude could create
challenges, the changes also provide new opportunities to tell your company story and engage your community.
This guide discusses the changes, implications, and opportunities that will affect every brand on Facebook. The new timeline
pages place a heavy emphasis on storytelling and true fan engagement. It’s no longer as simple as acquiring fans with the simple
click of the like button. Rather it’s about creating an interactive experience for users every time they visit your page. It’s about
telling a story with every update, link, video, and photo you post. It’s about helping your stakeholders understand, and be part
of, your broader story.
The importance of storytelling has been reawakened with developments in social and rich media over the past few years. As of
this writing, Facebook Timeline is the most advanced and opportunity laden platform to engage and create new fans using the
power of story.
After reading this, you’ll have a solid grasp on the changes coming to Facebook brand pages. You’ll be able to begin thinking
about how these changes can be leveraged for your specific brand or company.
Whether you already have a Facebook presence, or are thinking about dipping your toe in the water, we’re happy to discuss the
implications of these changes with you, and help you customize a strategy to maximize the benefits of Facebook.
It’s time to tell your story. Let’s go.
Key Changes
• Cover photo • Profile picture
• Tabs and appsy • Friend activity
• Recent posts • Pinned posts
• Starred posts • Milestones
• No default pages • Direct messaging
• About section
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4. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Cover Photos
The cover photo will be the first thing
both fans and non-fans will see when
landing on your page. While Facebook has
rolled out new policies about what can and
cannot be displayed on your cover photo
(such as blatant marketing), there are still
plenty of opportunities to make a meaningful
first impression. The goal of the cover
photo should be to welcome users to
your page, capture your brand identity,
and tell a one-picture story that visually
Facebook’s own Facebook page provides an excellent example of this.
represents your company. It is a page-wide
Their mission is to “give people the power to share and make the world
canvas that allows you to paint the story
more open and connected.” Facebook’s cover photo clearly and accurately
of your company or brand.
tells that story in one picture.
According to Facebook, cover photos cannot contain any of the following:
• Price or purchase information such as “40% off” or “Download here”
• Any contact information, such as email, blog, or website addresses
• References to Facebook features such as like, share, or an arrow pointing to any Facebook features
• Calls to action, such as, “Get it now,” or “Tell your friends”
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5. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Profile Picture
In most cases, the company logo will be appropriate. There are also opportunities to integrate the profile picture into the
larger cover photo.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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6. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Tabs and Apps
With the exception of photos, you can select which tab panels appear in what order. Also, you can now upload your own
picture for apps. Strategically, the most important apps should be placed to the left, next to photos. The least important
might not be featured (the #5 below is the number of apps that Walmart has that will not be shown without clicking the
drop-down box). Also, going forward, photos and the photo tab should be optimized, since this will be an everlasting
presence that will be one of the first things all users see when visiting the page.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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7. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Friend Activity
Users will now be able to see their friend activity when they come to company Facebook pages. This will provide social
proof to users who see that their friends also interact with the page.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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8. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Recent Posts
Recent posts to your page by fans are highlighted at the top of the Timeline. As you can see below, this provides an
opportunity for brand cheerleaders and ambassadors to spread positive and authentic messages to your fans. However, it
also increases the need for a planned, active reputation monitoring and management process to be put in place.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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9. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Pinned Posts
You can now keep important posts at the top of the Timeline for up to seven days. It will be the first status update that
users will see. This feature presents a variety of opportunities for customizing the user’s page experience. Special events,
deals, strategic content, and more can be pinned to the top of your Timeline to ensure that all users visiting your page will
see and interact with the update. The post should be updated weekly with new and engaging content. This feature, if used
effectively, could mitigate the effects of Facebook landing pages going away as it provides an opportunity to present high-
value information and calls to action.
Below is an example of a pinned post from Toyota. Since it has just rolled out its Timeline, the call to action invites all users
who land on the page to explore Toyota’s company and story via Timeline.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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10. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Starred Posts
Companies can now star a post to appear as a widescreen status update. This provides the ability to highlight important,
can’t-miss information that will live on your Timeline indefinitely, or until you unstar the post. This feature allows the
opportunity for in-depth, visual storytelling of your brand. The posts you choose to star will be a reflection of your
company, your brand values, and your digital narrative.
Below is an example which includes a call to action and strategically integrates other digital assets into the Facebook
platform.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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11. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Milestones
Facebook now allows brands to retroactively tell their company story on Timeline. Companies can build an interactive social
media pressroom. You have the ability to tell your entire story and build a social reference page for customers, clients,
investors, media, potential employees, and more. The possibilities are only limited by the strategies you employ. Facebook
is quickly becoming one of your most valuable pieces of digital real estate. Milestones give you the ability to turn this real
estate into your digital company museum.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
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12. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Milestone entries are not just limited to page administrators. You can also invite fans to share their experiences with your
product, brand, or service. Fans are more eager to share content and build stronger connections with your brand when they
are able to take part in telling your story and how it has impacted their life.
Macy’s understands this and chooses to use its pinned post (first status update users will see) as a call to action inviting
fans to be a part of Macy’s history.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
Examples of milestones can include (but certainly not limited to):
• When the company was founded
• When the company made its first dollar
• New product releases
• When executives joined company
• Live events (including photos, summary, etc.)
• Blog launch
• Important press releases and coverage
• Company expansion—acquisitions, new locations, etc.
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13. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
No Default Landing Pages
Page administrators can no longer direct users to land on a particular tab. The wall will now be default for everyone.
However, individual tabs can still be linked to from Facebook status updates, blogs, Twitter, etc. This feature will deal a
crucial blow to many companies and brands on Facebook. But with every challenge comes new opportunities. The other
features, such as cover photo, tabs, and pinned and starred posts, if used strategically, can not only replace the landing
page, but will have a more meaningful impact and will lead to more interaction with your page. This also means that pages
can no longer gate landing page content in an effort to try to get the user to like the page. Storytelling, engagement, and
experience will now play a pivotal role in earning coveted page likes.
However, there is still the opportunity to restrict access to specific content until a user likes a page. Coupons, special offers,
videos, whitepapers, etc., could still be “fangated,” requiring a like in order to access the content. This will require coding
individual page tabs, but the potential benefits will be worth the time and resource investment.
Examples:
• “Like our page to gain access to valuable coupons.”
• Like our page to download our white paper. Learn how to save time and cut costs when looking for a managed IT
“
solution.”
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14. it’s time to tell your story The Opportunities and Challenges of Facebook’s Timeline for Brand Pages
Direct Messaging
Page administrators now have the option to turn on private messaging with fans. Brands cannot initiate a message but can
respond privately to messages sent by Facebook users. Some brands might find this burdensome (another inbox to stay on
top of), while others will welcome the interaction with fans. Keep in mind that this provides an opportunity to put out brush
fires (small complaints) before they erupt into forest fires (an orchestrated negative campaign against your brand). It is
much better to handle customer complaints one-on-one in private, rather than having them posted publicly on your digital
properties for the world to see.
Image is property of Facebook and artwork property of respective holders. Used for examples only.
About Section
Your about section should be customized with a summary of your brand page, call to action, and link to strategic digital
property (website, blog, etc.). This should be a strong welcome statement that warms users to your page, tells them what to
expect, and includes—yes, you guessed it—a call to action.
Image is property of Facebook and artwork property
of respective holders. Used for examples only.
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