Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Should Brands Be Allowed To Filter Their Facebook Timelines?
Posted on January 31st 2012
Facebook's Timeline offers a summary of the user's FB life based on an algorithm that is in my experience, pretty reliable.
Recent rumors suggest that brands may be getting their own Facebook Timelines as soon as the end of February. This unique platform would pose a number of challenges for a number of major brands, many of whom have invested a good deal of human and financial capital marketing on Facebook.
Many brands would not be thrilled with a summary of their most engaging or active periods on Facebook. Any brand that has faced a crises or two knows the veracity and volume of their community's outrage, as well as the minimal positive response from the community even when the brand engages the community in the conversation.
Facebook provides users with the ability to the filter or cleanse their timeilnes. But what about brands? Will brands have the ability to apply some makeup to their social black eyes?
The Marketer's Perspective
Marketers spend an incredible amount of time, effort and budget building their Facebook presences. Marketers have not only funded much of Facebook's growth and revenue through their ad dollars, but they have invested a good deal in creating meaningful engagement for Facebook's users on Facebook's platform.
To not provide brands with the ability to pick-and-choose Timeline content would be a slap in the face to these same marketers. These marketers have often engaged the community in good faith, making everything better over time. Highlighting these periods of negativity would be unfair to the broader historical story of the brand community.
The Community Perspective
Summarizing a brand's activity includes their community's activity. Allowing brands to whitewash their past gives them unfair and possibly an unethical advantages, and makes their Timelines less meaningful to users.
Three Possible Win-Win Solutions
- Feature the good alongside the bad and the bad alongside the good. Allow brands to selectively filter their Timelines to include the brand response and engagement with the crises.
- Allow brands to selectively purchase advertising within or alongside their Timelines that highlights their engagement related to a crises.
- Create two default views - one that is brand filtered and one that is filtered by community engagement. Brands will have the option of selecting their brand Timeline's default view, but users will always have the option to pivot to their preferred view.
I have a feeling that Facebook will go for the third option.