The Top 5 Online Marketing Benefits of Facebook Timeline

Posted on November 2nd 2011

Partly to stay one step ahead of pesky competitor Google+, Facebook introduced the controversial Timeline that automatically adds status updates, photos, and ongoing as well as “historical” events onto a member’s profile. Resurfacing all the content ever created on Facebook may be a prospect that many individual users find daunting, but the advantages to companies are indisputable.


Timeline will undoubtedly evolve swiftly as brands begin to explore new marketing and engagement territories and there will certainly be a number of “why didn’t I think of that first” facepalms among email and social media marketers when others leverage the new Facebook feature. For now though, you can concentrate on these top five marketing benefits while applying your own imagination and creativity to take Timeline to the next step:


1. Cover hero shot - The old style brand page limited brands to a fairly small profile image and five thumbnails while burying tagged images and photo albums underneath the Wall, but Timeline introduces a 849 x 312 pixel cover image positioned at the top of your profile which is a prime location for a hero shot.


2. Star click to full widescreen - By clicking on a star in the post, the specific image in thumbnail section of the Timeline will expand to full widescreen size, allowing companies to feature attractive graphics and layouts that were previously outside the capabilities of the platform.


3. Prominent top-positioned nav bar - The info tab is currently hidden on Facebook Fan Pages and if any of your followers stumble on it all they’ll see is the conventional layout format containing nothing but a mass of gray text. Timeline’s navigation bar at the top of the page places the info as well as the apps, map, and photos into much-anticipated prominence.


4. Infinite scrolling - The scroll now has no limits and can stretch to infinity and beyond. This feature allows businesses to place a much greater extent of product information that has the added advantage of being immortal. By prolonging the content’s lifespan, followers will have more time and selection possibilities for engagement now that posts don’t vanish below the event horizon of the Facebook Wall.


5. Substitute your blog or even your website - Timeline now presents a valid alternative to setting up a specific domain page or even a blog, an advantage that is of considerable significance to small businesses who can’t afford the time or resources of setting up and maintaining the massive online presences of the major brands. By making full use of the larger images and post size Timeline can take the place of a brand blog or product highlight, cleanly packaging a profile which portrays ongoing updates.


Trademark violation may present an obstacle

Not everything has been smooth sailing on the way to Timelineland. The introduction of this feature across the platform has seen ongoing delays and the rollout has been slower than many Facebook enthusiasts would like. Another factor is the lawsuit brought by which has a pre-existing registered trademark on a virtually identical service.


But beyond the copyright issues facing Facebook, if the company manages to launch business Timelines across the platform it could present a major boon to email marketing and social media marketers. Only time and the courts will tell how things will work out, but start tinkering with Timeline now to gain some branding points for your business.



Denise Keller

COO , Benchmark Email

Denise Keller is COO and founding partner of Benchmark Email, one of the world's leading email marketing services for small businesses. Keller served as Vice President of Finance for restaurant chain Seafood Broiler and CEO of Accor's U.S. Ticket Services Division before transferring into the COO position at Benchmark, where she has been instrumental in bringing in numerous small business customers, as well as high-profile clients that include Mercedes Benz, Siemens and Kaiser Permanente. Denise is also a regular writer for Young Entrepreneur, The Email Guide, and Benchmark Email's corporate blog.
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Posted on November 4th 2011 at 12:27AM

Interesting article.  I can surely see company branding taken to the next level with FB Timeline.  Check out for some creative options for your Timeline. 

Posted on November 4th 2011 at 1:51AM

I love the look and feel of timeline. It took them awhile to roll out the changes but I think you are right that a little pressure from Google+ helped. (I love G+ too btw)

silvesters jairus
Posted on November 9th 2011 at 8:22AM
I can testify to my country Kenya and the entire world at large that social media has taken miles many business men and women who started and matured with it and are still with it and it is now part of it.Even though am still a university I look forward to even creating more advancements in this as it is my area of carrier interest.Welcome those who have not yet realized and be victims by good experience.Thank you all.
Buzz Quotient
Posted on November 11th 2011 at 5:25AM

Facebook's timeline looks fresh and inviting and will definitely be a plus for brand pages. The unlimited number of characters for posts is a feature most brands will cherish. Hopefully they will get done with the timeline lawsuit soon and we will have access to the new facebook timeline!

Posted on December 15th 2012 at 6:44PM

Now a days everyone interesting about Face Book TimeLine. Take a look at site for high definition covers for your timeline. Google Plus is also more important in seo point of view. Every website is considering plus one to get some positive serps.

Posted on January 7th 2013 at 7:09PM

Thanks for all the tips. I heard that we cannot promote any products on the page cover what does that mean?

Posted on January 28th 2013 at 4:25AM

Interesting article, and thanks to previous commentor clara. facebook cover photo has many hd photos and one click facebook coverphoto change.