So it's here. Timeline for Facebook pages has arrived, and it looks fantastic. It might not be for everyone, but for big businesses it is a huge branding opportunity that if taken could really propel a Facebook presence to the next level.
The changes are abundant - a whole new layout and numerous aesthetic changes, direct messaging functionality, and the chance to really showcase the value of a brand's heritage for its advocates through a chronological timeline - plenty for internal digital stakeholders or social media agencies to get their respective teeth into and work out how to use the updated platform to its optimum.
However, the ultimate goal of pages on Facebook is still engagement. Following the release of Timeline, not much has changed in the engagement game, but there are still a few ways that the changes can help to increase interactivity around a page:
Using the new aesthetics to their advantage - arguably the biggest change in Timeline, the new aesthetics can be used in a number of ways. Firstly, the logo and cover photo should be the bastion of creativity on Facebook. The new position of the "like" button means that both of these images can be used to promote acquisition on a page, or even just as a core branding exercise on a page. Either way, if used creatively, cover photos have the potential to be eye catching and even better; worthy of sharing. This sharing could stimulate an increased number of visits to a page, which brings me neatly to the next point...
Repeat visits - vital for combating Edgerank, repeat visits mean that users maintain an interest with a page and as such don't fall victim to the Edgerank algorithm not serving them a page's content. Pages which the new Timeline functionality in the most effective and innovative ways will achieve more visits, and will retain the reach of more of their audience.
User generated content - the new "highlight" ability on Timeline provides a great platform for sharing content posted to a Facebook page's wall by its audience. It provides a means of giving a little back to users who take the time to create content to post - this adds value to the page for fans and costs the page nothing.
Messages - one on one interaction is a great digital PR and customer services tool, and if used well this can translate into further interactions with a page. It's difficult to tell at present whether messages interactions can help to battle Edgerank too, but either way the tool has been designed to provide audiences with an outlet to contact the page in a more private environment, and if these users are addressed appropriately, this should translate to better engagement overall.
Building narratives with Timeline - Timeline presents brands with a tremendous opportunity to build a story over time. Whether that is around the launch of a new product, or just brand awareness activity, Timeline means that a narrative can be presented in a clear and concise way, which is far more suitable for any users new to the page who wish to browse old posts and see the story being told by the page even if it's likely that the number of users who do this will be few. The new possibility to hide posts means that all the less relevant content in between narratives can be hidden - again reinforcing the process of storytelling. Even if as a small business owner someone isn't terribly savvy when it comes to the branding and imagery on the page, Timeline allows everyone to be able to tell a story.
From a strictly posting perspective, the game hasn't changed. It's still important to use the appropriate content, tone of voice and calls to action as before. However the important point is to consider how these posts are now linked within Timeline. It's here where there's real benefit, both now, and possibly as a legacy in the future, should people want to look back at the roots of a page and see how it all started.
Here's the most exciting part - who knows where it will finish?