OPINION: Are you ready for Facebook's 'Timeline' deadline?

Brand pages are changing forever: On 30 March our Facebook pages will be converted to Timeline, whether we like it or not.

What this all boils down to for you is risks if you are not ready, but great opportunities if you plan ahead. This is a new era for brands on Facebook. We have mapped it out carefully in this guide. Use this as a starting point for a conversation on how to respond.

1: The big splash: Cover photo

The cover photo is the first thing people will see when they visit your page, the big chance to make an impact. There are strict guidelines on how it can be used so do check Facebook’s guidelines.

Opportunities: The new larger, striking visual can create an impressive impact. The cover photo should be updated regularly to showcase new products and services.

Risks: On 30 March, the page will switch to the new format immediately. If the cover photo isn’t uploaded and activated before then it will leave the page looking somewhat neglected.

2. Old versus new: Tabs and apps

The format for tabs and apps has changed considerably. You may only display a maximum of three apps/tabs on the front page at any one time. Crucially, default landing tabs (commonly referred to as Fan-gates) no longer work.

Opportunities: The increased width of the canvas for iFrames and apps offers opportunities to create even more visually engaging content.

Risks: eCPAs (cost per fan) are very likely to go up as a result of the decommissioned default landing tab. The changes to the way tabs are displayed will mean much less visibility for pages with more than three apps. Although existing iFrames and apps will still work, most will need to be redesigned or decommissioned.

Duane Melius

3. New content formats: Pinning, starred posts and friend activity

Any post made by a page can be pinned to the top of Timeline. A pinned post will remain at the top of the page for seven days. Starred posts take up double the width of a normal post and stand out beautifully. When someone visits the page, all of their friends’ activity and mentions about the brand are now surfaced to the top of the page.

Opportunities: Pinned posts can be used to highlight ongoing campaigns or content of note. Premium content can be starred, increasing visibility and definition. Seeing friend’s activity can bolster affinity to the page.

Risks: If negative mentions are made about a brand on Facebook, they will be easily visible by all of the person’s friends upon them visiting the page.

4. The essence of Timeline: Milestones

Milestones tell the brand/company story in bite-size chunks, along the timeline. They can be added to the page retrospectively. 

Opportunities: Milestones provide an easy way to tell the brand story in a simple, easy to navigate format. 

Risks: Putting together Timeline properly will take substantial effort and coordination. This is probably a hygiene factor for brand pages. There is more impetus on innovative ideas for campaign or product pages.

5. Premium ads: Reach generator

At present it is only possible to reach roughly between 5 and 15 per cent of fans with any given post on a Facebook page. Reach generator makes it possible to reach a guaranteed 75 per cent of fans 

Opportunities: If users engage with your posts, you can increase your EdgeRank affinity score with them, which could possibly lead to increased visibility/interaction in future.

Risks: There is a chance that some users who have not seen or heard from you in a while may unlike the page when they see new sponsored posts.

6: The last ad frontier on Facebook: Logout experience

The last ad-free space on Facebook is now being monetized. It is now possible to place a content ad on the logout screen. 

Opportunities: As logout experience ads happen after a very specific action, timed creative messaging can be crafted to tap into that moment. This product can be especially useful when targeting countries with a preponderance of users who access Facebook via shared computers (such as internet cafés).

Risks: As users will not be logged in when they see the ad, there is less chance of them interacting with the content. 

7: Content plan becomes media plan: Page post ads

Page post ads are part of an offering that rolled out in October 2011. Essentially, any page post (status update, image, video, question, etc.) can now be turned into an advertisement.

Opportunity: You can use the page as a testing ground. Content that gains the most traction with your audience can be converted into ads. There are more creative possibilities now with page post ads. 

Risks: Historic eCPC and eCPM rates may not be good indicators for new campaigns. 

8. Facebook Offers

Offers is a feature that is reserved for select brands at present. Posting offers is free. Fans may claim the offer through their newsfeeds, and redeem at your chosen outlet. Offers is set to come online for all pages at an undisclosed date. 

Get to work

Big changes, so if you haven’t already, now is the time to begin developing a roadmap. You have about a week.