Opinion: All you really need to know about Facebook Timeline for Pages – Don’t panic!

 

There are really just 3 main things that are important for every marketer to note with the new Timeline for Facebook Pages.

1. Cover Photo and Profile Picture

• Similar to Profile timelines, Pages will now have an 851px x 315px asset space at the top of their Page to utilize creatively, though within specific regulations of use. It cannot include price/purchase information, contact information or references to 'like'/'share' the page.
• Profile picture size is now reduced to 180px x 180px

What does this mean?

Imagine a giant billboard along a busy road. The billboard is your cover photo, and everything else on your Page is traffic. This is the biggest instantaneous asset space on Facebook for your brand! The cover photo will be the first thing a user sees when they land on your Page, and is a crucial visual in conveying your marketing message and personality.

Effective usage will help boost users' affinity and understanding of your brand within one quick glance. Conversely, failure to utilize this key space properly will lead to unfortunate dead space.  Take note however, of the guidelines and adhere to it. Any violations may result in potential implications such as suspension of your Page, and that’s something we’ll all like to avoid.

2. Reduced tab visibility

• The left column where tabs are displayed will cease to exist. Instead, tabs will be changed to boxes placed below the cover photos, at the top, right side of the Page
• There will be 4 tabs (or apps, as they are now termed) visible at any one point, with the "Photo" app being the first, and fixed. The other 3 are changeable. There is a maximum of 12 apps on any Page.
• App thumbnails are customizable.
• App canvas size is increased to a 810px width 

What does this mean?

Marketers will have to carefully decide on their choice of visible apps, as frankly, we foresee the number of users expanding the list will be low. The customizable app thumbnail should be used effectively, such that it either conveys a strong call to action to click on the app, or succinctly visualizes the contents of the app to compel users to click through.

Sub-tabbing features becomes another important consideration as they offer the option of displaying more information under a single app. It’s like how you manage your photo albums. It’s better user experience to have all the relevant content within one album, than spread it out across multiple ones. It improves consumer experience and reduces drop out from having to navigate from one app to another. With an increase canvas size, the potential for creative usage is also greater.  

3. Content Importance

• Default Tab function no longer available
• Opportunity to decide the top post of the Page, called Pinned Post, that will sit for 7 days
• Ability to highlight specific postings with Starred Post, that take up bigger space on your Wall
• Highlighting Milestones to commemorate significant periods.

What does this mean?

The Brand’s Timeline will now be the first destination that all users see, whether fans or otherwise. Therefore the content that is displayed there is key in the users' decision on whether to interact and engage with the brand. Marketers have the ability now to amplify particular messaging, providing the option to give varying importance to posts, depending on the marketing objective.  There is also an added decision to be made, as to which posts should be given priority to be Pinned or Starred. If you’re going to have everything Starred, then you are not utilizing this feature as it should be.

We need to also get more creative, now that the default Tab function is no longer available. Users will need more obvious navigational help and should be guided to explore the contents of the Page, given that not all the Tabs are always readily available in full view. 

Have fun with Timeline!