March 1, 2012
What Does the New Facebook Timeline Mean for Your Brand?
Facebook made a big announcement yesterday. Brands can effectively turn off the familiar wall and switch to Timeline. (Don’t know what Timeline is, here’s a good overview from Mashable).
Many major brands have already made the move, including Macy’s, Walmart, Sears, Puma, Louis Vuitton, Tiffany & Co. and American Express.
Well, unless things change, you have no choice. Facebook is forcing brands to turn on Timeline by March 30.
So the better question is, are you ready?
Timeline certainly makes a splash. A nice big photo at the top, a standardized layout, a prominent link to your commerce website, more space devoted to promotions (the awkward tabs are gone), and the option to pin a promotion or other post for up to 7 days high up on the page.
But Timeline makes significant new demands on the brand for marketing content and active page management. Timeline also changes, significantly changes, the character of a brand page. User-generated content, like posted photos, inspirational messages, positive customer experiences (as well as complaints and other negative stuff) are now pushed “below the fold” by the big photo.
This is a big deal, particularly for brands like Yankee Candle Company, American Girl, DSW, Pandora, David’s Bridal, King Arthur Flour Company, Cabela’s and Bath & Body Works that have nursed vibrant user communities to life on Facebook.
While there is no need to turn on Timeline today (only 2 of the top 30 social brands on Media Logic’s RSJI have switched), unless you are planning to abandon Facebook, you will need to figure this out pretty quickly.
What’s a good first step? We suggest you contact Media Logic. We watch retail brands like a hawk and have great advice to give. If you haven’t done so already, now is the time to schedule your free social marketing assessment. Contact us now.