Using Facebook Timeline Features for Businesses

Have you ever used Facebook and got the feeling that something has changed but you cannot put your finger on it?  Well, the time is here for the much talked about conversion and it’s not a guessing game.

Here are some features you need to be aware of.

Admin Panel 

The admin panel is a great new feature for quick access to the tools needed to manage the page.  Clicking the radio button located on the top right hand side of the page, brings up a full screen of admin tools  above the cover photo.  The panel contains recent notifications, messages, insights, page tips and new likes.  Clicking on each feature reveals more detailed information.  Another button is placed on the right hand side to close the page.

The messaging center is a new feature.  The administrator cannot contact the customer first, the customer must do so then the page can respond.  The option is available to hide the message button by clicking on the admin panel- manage- edit page- manage permissions and uncheck message.

Cover Photo

The large 851 px by 315 px cover photo is the first thing the visitor sees. The opportunities  presented here are only limited by creativity.   That said, Facebook has a few restrictions regarding what type of content is placed there.  These restrictions include, call to action, pricing, contact information, asking to “Like” a page, etc.

Profile Picture

The dimensions of the profile picture is 200 px wide.  When creating your image leave about 12 px at the edges for cropping to prevent loss of  important information.  Please note that a bit of overlapping occurs with the cover photo,  making room for creative artistic combinations.

Timeline 

Basically, timeline has replaced the wall with an attractive two column layout.   It’s built for story telling and engagement.  In this space, the picture of the business is painted through posting status updates, photos, questions and milestones.

Milestones give businesses the platform to showcase their history.  Any significant historical data is added with a few clicks.  Businesses with a rich long history can take full advantage of this feature.

Other ways of working with posts is to pin it for one week, thereafter, it returns to its position on the timeline., and to highlight the post.  The highlighted posts spans both columns.  Old posts are easily accessed on the right hand side bar.

Likes and Friends

Pages liked by your page and mutual friends of your page are given prominence on the timeline.  These are located on the top right hand side of the posts area.

Apps

Apps have replaced the menu which was found on the left hand side below the profile picture on the old layout.  They are now placed immediately below the cover photo in larger display.  The image size is 111 px by 74 px.  The choice is given to display four on the top row, the others remain hidden until the button is pressed to reveal them.

Landing Tabs

One drawback to the timeline profile is that landing tabs are done away with.  Everyone visiting the page lands on the timeline profile.  Gone are the days when someone has to like a page to see its offerings.  Businesses can choose to increase advertising to land on applications designed for liking a page and special promotions.  However, promotions are still possible on the timeline using the pinned posts and apps.

 

April 29th, 2012 | Category: Articles | 2 comments

3 Reasons Why a Traditional Approach to Social Marketing is a Loosing Strategy

In today’s fast changing world with new media, online social communities and free publishing, marketers constantly need to adjust their strategies to stay competitive.  Those who don’t may find themselves left behind playing catch up.

Marketing involves activities that create consumer demand in the buying and selling of a product or service. The advent of online social communities relating along shared interest is a potential oasis for marketers.  People spend huge amounts of time on those sites some of which are very popular.  Facebook alone boasts of having over 500 million active users.  If it were a country it would rank as the third most populous in the world. In theUSA22% of time spent online is on social networking sites.  Increasingly businesses are taking their advertising online to promote their product and/or service.  In theUKthisBBCheadline in September of 2009 speaks loudly, “Online Advertising ‘overtakes TV.’”

In the traditional approach everything centered the companies.  They created a product or service then promoted it through advertising on television, radio and print media, leaving little or no room for feedback.

Approaching marketing to social networks with a traditional mindset may result in a costly frustrating experience. Here are three reasons why.

  1. Today’s consumers demand more interaction than 20 years ago.  They now have a platform to voice their feelings thanks to free access to publishing sites.   One tweet of only 180 characters reaches around the world the second it is published.  Individuals have used social mediums with great power and influence, one negative tweet or video may go viral damaging the reputation of a company.
  2. Online social communities do not want marketers to invade their space. These are networks of friends who share common interests and are on those sites to socialize not listen to another marketing pitch.
  3. The trust factor is very important to people.  In 2005 and 2006 there was a shift away from trusting “Authorities” like CEOs to trusting ”A Person Like Me” according to Edelman Trust Barometer reports.  In contrast, the 2011 report indicates that people are now seeking “authority and expertise” to make decisions.  Most people will buy from companies they trust and not buy for the ones they do not trust.

With these changing dynamics in consumer behaviour businesses seeking to use social media marketing must seek to build trust, be interactive and must learn how to subtly approach these communities in a way that keeps both the marketer and group happy.

This is best done through the sharing of quality content, sharing how they are used by others, building relationships and creating products with input from the group.  This method does not give instant success but in time it will pay dividends if done correctly.

April 29th, 2012 | Category: Articles | Leave a comment