Facebook's Timeline for Brands: A Facebook Performance Opportunity
Facebook recently announced the launch of Facebook Timeline for Brands, or new profile pages for brands on the social networking site. New features of brand pages include the following:
- pages are much more visual as brands have the opportunity to use large cover photos and videos to promote themselves;
- brands can now prominently feature their most important tabs at the top of their pages;
- brands can pin key posts to the top of their pages for up to seven days (i.e., they can highlight important posts for a longer time period); and
- similar to Twitter, brands can privately message fans (and vice versa), helping Facebook become a more powerful customer service tool
The new pages are the hub for your brand on Facebook. All of your brand's Facebook activities, ads and posts originate from your brand page. The brand page is also the key place for you and your fans to communicate, enabling you to foster stronger customer relationships.
Brands now have a platform on Facebook for complete experience optimization — i.e., engaging participants through sights, sounds, words, interactions, ads, games and apps, all in one easy-to-find place. Facebook noted that it wants Timeline for Brands to bring back the relationship between the customer and shopkeeper. The updated brand pages provide a platform for brands to engage with customers on a more personal and relevant level than probably any other platform, including the brand's own website.
The same day Facebook launched Timeline for Brands, it also announced its new real-time Page Insights. Real-time insights are a game changer as marketers used to have to wait 48 hours for Facebook data.
Facebook Product Manager David Baser recently talked to AdAge about what real-time insights means for brands seeking performance through Facebook pages. Baser maintained that engagement can equal performance if brands are able to leverage real-time participant data to quickly optimize brand pages. For instance, if a brand knows that a certain post is driving a significant number of likes, comments or shares, that brand can quickly pin that post to the top of its brand page.