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BizReport : Social Marketing : March 02, 2012

Brands: How to tackle Facebook's Timeline

With just about a month until Facebook's new Timeline goes into effect, brands may be wondering what this means for them. For those who have already made the switch, there isn't a lot of difference - but those small changes do mean a need to optimize the new pages to better engage consumers. Here are a few tips.

by Kristina Knight

The big switch - the mandatory move to Facebook Timeline for users of the social network - happens March 30th. That deadline has brands scrambling to get new pages up, ready and user friendly in a short amount of time. Because non-optimized pages could mean a loss of engagement - and an annoyed fanbase.

Just how important can Facebook be to brands? Data from SociableLabs shoppers using Facebook Connect are nine times as likely to click social apps and share information with friends than non-Connect users.

With that in mind, iProspect is sharing three tips to help with the big changeover.

First, tell the story. Brands should 'highlight' and optimize posts, images and events that help tell their story through the Timeline. Look at how some big brands, like the New York Times, have managed to tell their entire story through the new look of the site; take that as inspiration to tell your story, too.

Second, Timeline focuses on the visual to take special care to optimize photos and use the best images to portray your brand.

Third, remember that the new Timeline feature is said to improve targeting - and that is never a bad thing. Once the switch is made, brands will have more access to metrics - more understanding of their followers. Messages, posts, pictures and other shared information should be made relevant to that audience.

Tags: Facebook Timeline, iProspect, social marketing, social network optimization, social networks

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