Facebook Timeline for Business switched on for me today. Usually what I do is evaluate it then give clients recommendations after I’ve used it for a while, but frankly I thought it would be more fun to take a quick video of me futzing around with it for the first time, just like y’all might. This video is what a quick mental assessment of a tool for my own business looks like on the first time I see a change. Be rest assured, however, that while this video is a (very) casual look at what it looks like for anyone on day one, there will be more advice coming from me on this, because it radically changes the strategy of most businesses on Facebook.
1) Be Visual – This is graphics heavy. Your cover photo is your best place to make a sale now and the wall is simply there to reinforce it with customer engagement.
2) Try out different page views to see what works best – it seems to me on first look that different types of business are going to see differing successes with Highlights, Friend Only, Other, etc. For example, in a vertical where customer engagement and reviews are key, the tab highlighting the posts of others might be a great choice.
3) This puts the emphasis on your admin tools and your metrics/insights, which should solve some of the on-ramp and learning curve issues Facebook has faced in the past. This is also good because not enough people have been utilizing insights – a powerful tool for business – now you have no excuse. They are front and center in the admin panel.
4) This is supposed to create a history of a business but it doesn’t really. Too many businesses out there had special circumstances caused by Facebook’s own on-ramp issues and lack of certain features. Take Magnitude Media, for example. Once upon a time we focused on wine and were named Uptown Uncorked. Then we branched out, and have a few years where we helped more folks but still had our old name. When we rebranded, Facebook wasn’t allowing merging of pages – this means we had to start fresh. So did a lot of other businesses. Therefore, M2 looks like it started last year but in reality it just lost the previous page because of another FB issue – not being able to rename pages if you have more than 100 fans. Even Coke, world famous soft drink, had to buy a page that was started by fans – if they had not been able to do that as a major brand, they wouldn’t have a history either since they didn’t get on board early. So, Facebook wants to show the story of a business, but through their own faults with a lack of features (edit, page renaming or merging if more than 100 fans, etc), these stories aren’t complete.
What are your thoughts? Put them in the comments!
Double click to play, single click to pause:
(If the player below doesn’t play well with your browser, or you don’t have QuickTime, you can also view this video on SlideShare)
[qt: http://magnitudemedia.net/wp-content/uploads/2012/02/TimelinePreview.mov 540 300]
UPDATED to include this post by friend Cappy Popp from ThoughtLabs (he literally wrote the book on Facebook). He agrees with some of the assessments I made, and takes it a bit deeper for you. Enjoy!
UPDATED to include this from Jay Baer – a spot-on post about the detriments this has for small business. “14 Ways New Facebook Betrays Small Business – Smarts on the unfortunate evolution of Facebook from
@JayBaer http://ar.gy/02vA “