When Facebook permanently changed all business pages to the Timeline format, there was much moaning and groaning. “Something new to master! Great!” I wrote a few posts around the Timeline changes, including a guide, taking advantage of Timeline for your brand, and some new tips to help you get even more out of your Facebook page.
Ryan Holmes, CEO of Hootsuite, recently wrote a great article for Fortune about how the new Timeline format is actually great for businesses. Here are the takeaways:
1. Timeline constantly refreshes.
One great thing about Timeline is that it constantly pushes fresh content. Timeline guarantees that your Facebook content changes often, always highlighting recent posts and comments. (If you want to highlight something, you can “pin” it to the top of the Timeline for up to a week.)
2. Timeline forces you to engage.
Instead of depending on graphics, promotions and other marketing gimmickry in your tabs to engage with your audience, Facebook is now forcing you to use social media as it was intended: with “authentic, timely and useful exchanges between human beings.”
3. Timeline is real-time.
Because Timeline constantly refreshes, Facebook now fosters real-time dialogue between you and your audience. “At the end of the day, this represents a far more powerful promotional tool than a default landing page, no matter how well designed it may be.”
4. Timeline will save you money.
To create really awesome, eye-catching custom tabs, you had to spend money on agencies and third-party apps. With Timeline, you have just recaptured some of your marketing budget.
5. Timeline makes you focus on content.
The focus now – more than ever – is on quality (that is, interesting and timely) content. Your audience may never have visited your Facebook page anyway, so spending time on tabs was futile. Now you can turn your attention to creating posts that will be commented on, shared and re-shared.
6. Timeline will improve your social media strategy.
Just like Timeline forces you to focus on quality content, you also need to focus on getting the right content to the right people at the right time. Social media management systems that streamline content publishing and interaction (like HootSuite and Postling) can actually schedule optimal times for posting and geo-target messages at specific users.
As Holmes pointed out in the article, “dialogue is the heart of social media. Facebook knows it. So let’s pay our respects: Tabs are dead. Long live the Timeline.”
Image courtesy of pamorama.netGoogle+