The Facebook Timeline is now available for brand pages. What does this mean for brands? There is a huge opportunity to be taken advantage of—an
opportunity to engage consumers with timeline stories and creative content.
However, there are dangerous pitfalls for brands to be aware of when optimizing these new features. Ian Schaefer, CEO of an interactive marketing and social media agency called Deep Focus, says that brands will now have more control of the content, but there is likely to be a gap between highly engaging and less engaging brands.
Distribution Point vs. Destination Point
Companies that write engaging content about their product or service are likely to thrive, while brands that write little of their own content will struggle to engage customers. The key is a more all-inclusive feel of the brand versus segmented, which is an easy temptation for brands with many different pages on their site.
Facebook Timeline makes it easier for brands to create content that will show up in the user’s news feed. The challenge is for brands to avoid making their new timeline somewhat of a microsite. The problem will be that user’s are using the timeline as a destination page versus a distribution page that they are sharing with their friends.
The point of the timeline is to engage consumers to share the page. SEO will not be fulfilling its function unless there is sharing across social media platforms. Internet marketing will face the challenge of moving users through an engaging timeline page and not trick them into thinking they have landed on a new website.
What are some other ways you think brands can benefit from the Facebook Timeline?