Facebook's Timeline for Brands: A Facebook Performance Opportunity
The new brand pages and real-time insights give brands the opportunity to understand how well they're interacting with their users and how responsive customers are to the brand. These engagement metrics don't necessarily directly equate to performance (i.e., sales and leads), but they can help a brand understand its ability to increase the likelihood of performance — e.g., conversions, new customers, improved customer loyalty and increased average order size.
The like button isn't the only Facebook engagement metric of interest to marketers. Facebook also now reports on various engagement metrics centered on actions. These include the "People Talking About This" metric, which incorporates likes, comments, shares, tags, check-ins and event RSVPs, and the "Engaged Users" metric, which incorporates clicks on links, photos and video views. Performance marketers are focused on collecting and analyzing this engagement data to inform brand page content, make real-time brand page optimization decisions and increase the chance of performance. Brands should consider the following when analyzing their Facebook marketing strategy:
- Test specific posts (videos, polls, etc.) around new products, promotions and events.
- Collect engagement data.
- Measure changes in customer behavior (e.g., sales, leads, new-to-file customers, order size, etc.) based on the data.
Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.