Since Facebook for brands was launched this week (in preview prior to switching them live on March 30th), I have been trialling the service for a number of clients. Here are my observations so far:
- Firstly it is a huge aesthetic enhancement to brands’ most potentially engaging social media platform.
- Existing content created at 520 pixels width, such as tabs and apps will continue to display in the new Timeline format. However some work is likely to be required, to change content to fill the new 810 pixel wide space.
- You can no longer use default landing tabs for non-fans in Timeline, which is a shame. You can use the new design to your advantage though, but it would appear to me that conversion rates are going to drop significantly as a result of this change.
- You can use Timeline’s preview on your Pages right now, but I am not generally making Timeline a permanent feature until the end of March, just so that any bugs are ironed out before taking them live.
- Add milestones to humanise a brand and tell a story over time.
- Apps appear under the cover photo, so ensure that these are the ones you want to promote to users.
- Pin interesting content to the top of the Timeline to keep it visible, but rotate this on a weekly basis.
- The new private messaging feature allows a much better and more personal brand experience, but it needs to be used with temperance, otherwise it is as bad as spam.