@PinkLadyKrista
Big news from the Facebook front and this one is set to
affect every single person and/or company that manages a business Facebook
page. Come March 30th, all pages on Facebook
will shift to the Timeline
format that was launched last fall for users.
While this creates some tremendous branding opportunities for pages, it
also will be a big adjustment for many administrators. Worry not... I have mapped all basics related
to what has changed, what is staying the same and where you can get help to
make the switch seamlessly.
But first... why all the changes, Mark?
When Facebook first rolled out Timeline for users last fall,
they alluded to the fact that this format would soon come to business pages as
well. Wanting to create a more
connected, authentic, and transparent platform, the powers that be at Facebook
decided that Timeline is the best design to do this... and I have to
agree. The timing was the real surprise
as social media experts originally forecasted a switch to come late Summer or Fall
of 2012. I guess the decision to go public
earlier this year pushed up the finish date... just a bit.
And as I always like to say, when the CEO of a multi-billion
dollar company is still in his 20s, sweeping change seems a natural order to
life. If you plan to continue to use
Facebook as a platform to connect with your customers, plan on it making major
changes more often than you would like.
But also remember, the management of your social media does not need to
fall on you as the business owner.
Ideally, you hire someone to manage your books so you can focus on what
you love, right? Do to same with social
media if it's not your cup of tea. Or
look to other options to market your business and connect with customers. Facebook may be the holy grail of social
media marketing but will not work if the effort and resources are simply not
there. Now, back to the subject at
hand...
How will Timeline
change Facebook?
To be honest, there are simply too many to cover here. While I have focused on a few of the biggest,
do consider this to be a limited sample.
Look to the bottom of this post for additional resources on all the
changes and new features.
New Cover Image on The Pink Bride Facebook Page |
The Cover Image. Perhaps most obvious, page admins will all
need to create and upload a Cover Image.
Positioned 'above the fold' Facebook is encouraging businesses to use
this as place to express your brand in image form. It is important to point out that Facebook has
been pretty clear about the do's and don'ts of the new cover images. Turning this prime real estate into a coupon
or call to action (ie: Like my page) is not allowed... read the full list of
what you can and can't do with this space, here. Additionally, the custom tabs that your have
connected to your page (Twitter, Blog, etc) are much more prominently featured
but you have the ability to change the associated pictures to better fit your
company branding. Be sure to take
advantage of this!
The Admin Panel. Brand-spanking new, the admin panel is
position at the very top when an admin visits the page. Note, the public does not see this, only page
admins (regardless if they are using facebook as themselves or their page alias). This is a nifty tool that combines all the
business of managing a page, including fan engagement, page insights and making
changes. Consider this your page
dashboard and spend some time exploring what buttons lead you where. When you're done, the page can be hide from
view using the button in the top right corner.
What's staying the same?
After all that talk of change, I do have some good
news. For the most part the way you use
facebook will remain the same. All the best
practices, I have pointed out in the past are still valid. Creating remarkable and engaging content is
still of utmost importance as is striving for ways to connect with your
audience. You will still want to be
mindful of not posting too much and hone in on times when your audience is most
engaged. Additionally, the news feed
that most users interact with on their regular visits and see your posts in
will remain the same (except for the addition of new sponsored stories). The vehicle may be a newer and a different
color but you are still just driving a car.
Just like as before, practice makes perfect with Timeline.
Want some help? While Facebook offers a how-to
manuals on Timeline for page admins, there are a lot of features and benefits
not being covered by this basic overview.
The blogosphere is hard at work, documenting all the changes that come
with Timeline as well as the related nuances that will impact how marketers use
this platform. Mashable is a good place to start... they have
a section entirely dedicated to facebook and they're go-to when it comes to
breaking news on the web.
Additionally, I recommend
checking out the blogs on Social
Media Examiner, Mari Smith, and All Facebook. A word of caution with those opting for
self-study... plan on spending a decent bit of time researching. Even for someone familiar with the language
and content being taught, it has left my head spinning.
If you would rather save yourself the time and hassle of
trying to figure out all these tricky details, considering outsourcing the
task. For the same reason you hire a CPA
to do your taxes (no you don't have any interest in keeping up with
ever-changing tax laws), a social media
expert may be in order to keep related
stress to a minimum. I am more than
happy to help with any concerns or questions you have... feel free to shoot me an email at krista@thepinkbride.com. I will happily answer basic questions about
Timeline and if you need additional help, we can explore the available options
I can offer. I look forward to
connecting!