The timeline, Pt. 2: What the Facebook changes mean for businessesArticle added by Amy McIlwain on October 21, 2011
Amy McIlwain

Amy McIlwain

Denver, CO

Joined: August 26, 2010

Now that you know how to navigate and utilize the features of the Facebook timeline, we’re going to discuss what these recent updates mean for your business’s marketing strategy.

Our last article was an overview of the recent Facebook profile changes and the gradual launch of the timeline. Now that you know how to navigate and utilize the features of the timeline, we’re going to discuss what these recent updates mean for your business’s marketing strategy.

Automatic feed editing

One of the biggest changes that will affect fan pages is the added control in the top right of each story that users can check to unmark a top story. Over time, Facebook will automatically edit a user’s newsfeed based on their engagement. This means that businesses need to amp up their content and sharing strategies.

To create more engagement, try sharing more engaging types of content like photos, videos, offers and questions to help boost your engagement ratings and make your business more visible in the feed. Brands with boring or irrelevant updates will still show up in a fan’s ticker, but they’ll have lower visibility on their newsfeed.

Applications = brand promotion

A result of the recent changes for marketers has resulted in the necessity of creating relevant applications that users can implement into their timelines. In other words, the creation of the timeline has changed the Facebook platform into a story-like curation where brands must try to integrate themselves into a user’s bigger picture.

Applications act as branding vehicles for fan pages – they increase engagement and thus the visibility and exposure on users’ timeline and newsfeed.

The “like” loses its shine

Gone are the days of attempting to accumulate as many “likes” as possible. Welcome to the new phase of fan pages, where quality content and engagement is more important than ever. The number of “likes” a company has will still play an important role in metrics and analytics, but the latest updates have a placed a heavy emphasis on content and engagements, meaning that other factors such as content performance and engagement levels will play an important role for brands as well.

Depending upon how you look at it, the Facebook changes could ultimately help or hurt your brand and its digital footprint.

I think the changes are fantastic — I’ve always been an advocate for quality content and these changes demand a superior social media marketing strategy with a heavy emphasis on storytelling. Businesses need to take another look at their marketing strategy and ensure that their on the right track.

Let us know your thoughts on the timeline and how it will affect your business online. If you have questions regarding the Facebook changes or how you should reformulate your marketing strategy, send me a message.

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