More Than a Wall, a Destination

Sarah Brewster

It’s been a long time coming, but Facebook’s new “Timeline for Pages” is finally here. Depending on your viewpoint, this is either a welcome progression to the world’s most popular social network, or just another unwanted change forced upon us by the powers that be in Silicon Valley.

Regardless, now that all business “pages” have been converted to the Timeline format, it’s time to embrace the new feature and its positive impact on your brand.

First and foremost, think about what it can do for your company’s presence on Facebook. The Timeline allows you to tell a story about your brand and, more importantly, create a destination for those you wish to engage.

Sure, it will require some initial legwork on the front end. But believe me, it will be worth it. For starters, you can fill in the blanks. Beyond capturing your entire Facebook history, your new Timeline allows you to add events and milestones that occurred before the invention of Facebook. (What, there was life before Facebook?)

Think about it. What was missing from your old page? Any major milestones in your brand’s history? The date you opened the doors? Acquisitions? Awards?

With Timeline, you have the opportunity to showcase these moments and share them with your key audiences. It’s not all about posting past content either. Chances are, you will have certain posts, insights or news you will want to share with your followers for more than just a few hours. The new format allows companies to “Pin” posts to ensure those entries stay at the top left of your page for up to seven days – keeping them from getting lost in the shuffle of your company page. And, old posts that do not have relevance on your Timeline can be hidden.

As you get started, check out the pages of such major brands as Starbucks and Tide. Both are good examples of how you can take your page to the next level. These brands have created a destination with their Timelines. And just because the big boys are doing it, doesn’t mean you’ll need to pump a million dollars into building your page. The foundation of your brand is in place; just tell your brand story in a way that engages your audiences. The rest will fall into place, and the power of shared content will take it from there.

What’s next for you?
•    Choose a cover photo that captures the essence of your brand.
•    Draft a punchy “About” section that appears at the top of your Timeline.
•    Work through the Timeline. Start editing your stories. Highlight key posts.
•    Add milestones. Just click on the icon at the top and add milestones that even occurred before Facebook. And … keep in mind, you don’t need to do it all at once.

The time is right to jump in and create a destination for audiences to engage with your brand. The Timeline is the right tool to help you do it.

– Sarah Brewster, Account Supervisor

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