If your job has anything to do with social media and if you only woke up today, you’ve already heard about the new Facebook Pages roll out which may be better known as Brand Timeline. The redesign has had the business world all a-twitter already, but what we really need to know is how this new iteration is changing the way we use Facebook as a brand. Here are seven characteristics which should be highlighted when putting together your new Facebook campaign:
1. The Cover Photo. This is your chance to express your brand's identity. The phrase a picture is worth a thousand words may be cliché at times, however, in this situation it rings true. The visual power of this 850px x 315px space allows you to creatively showcase your product, service or even brand culture.
2. The Profile Picture. This was once the area on the old Facebook Pages where we were able to show our creativity. We would, at times, use this image as an area to keep people interested and engaged with our “fans”—changing the visual with each sub-campaign. Now this is the suggested area for the logo. This is because this image is the one that will be shared across Facebook when it comes to Offers, Reach Generator and Premium services all of which have to do with the new way Facebook will serve their Stories and ads.
3. Views and Apps. Nobody panic, your tabs have not completely gone away. They’ve changed the way users view them in this area of the new Facebook Pages. You have four (4) boxes that act as the first four tabs on your old page. From what we understand thus far, you can order the boxes and also create customized images to draw more attention to your Facebook App.
4. The Mystical Floating Bar. While that may not be the actual name of it, when scrolling down the page, this bar will give the user the ability to have a handle on Views and Apps through the Timeline dropdown menu, shuffle through content by month and year with the Now dropdown and view Highlights without scrolling back up to the top.
5. Friend Activity. Not only can users see how their friends are engaging with your brand page, they have a better idea of who likes your brand page lending more trust and more potential engagement on Facebook. People trust friends.
6. Bigger Stories. The ability to have larger format pictures simply looks better. Users will appreciate this fact. Additionally, you can use the edit function in the upper right-hand corner of the post to Pin your post which anchors important stories to the top of a Page for seven days, or Star your story which gives your post in even larger exposure—doubling the width of said image.
7. Milestones. Here’s your chance to identify key moments of time in your brand. If your brand has something nostalgic that you do not yet have on Facebook, simply go ahead and backdate it so it makes sense. If you have milestones already on Facebook that are not highlighted, go ahead and highlight it. Simply go ahead and use the Composer Bar when adding a post and right before posting it, select Milestone.
There’s one take away from all of this well-deserved hullabaloo. The new Facebook Pages is in no way a substitute for prudent strategy. Content still matters. Context still matters. The tool has changed and has added more visualization making it easier on the eye. Designers rejoice you have more room for creativity. Marketers take heed – you’re still needed just as you were before, your tool has been upgraded.