using the benefits of facebook timeline for brands to your advantage
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Using the Benefits of Facebook Timeline for Brands to Your
Advantage
Recently Facebook Timeline for Brands, a home page layout for
Facebook, became permanent. Wildfire, a social media management platform vendor, soon
after released information about how this new page layout has affected not
only their pages but other pages as well.
To get an understanding of just how significant the change to Facebook timeline for brands have been, it’s
important to look at the past and the current periods to draw some
conclusions. For a point of reference, the pages were assessed prior to
Timeline being introduced, which was February 29, 2012.
The same pages were also assessed one month after Facebook timeline for brands had officially gone into
effect. On a side note, a better picture of the impact of Facebook timeline for
brands can be determined with a comparison of pages a month from
this day.
This length of time would give all compared pages the chance to
properly adapt to the changes of Timeline.
Facebook Timeline for Brands | What did these comparisons
reveal?
What can be taken away from this snapshot of Timeline’s impact is that unlike long held beliefs, the number of followers or fans to a Facebook page doesn’t speak to
how effective your page actually is for Facebook marketing.
Data from 4,800 separate Facebook posts over the course of a month
showed some very interesting results.
What content enjoys the most engagement?
From a pre-Facebook timeline for brands perspective, updates to a
pages status was the ideal method for getting people to comment on a page
or like the page. This social media marketing ploy had a sizeable
advantage over the next best post type by almost 5%
Video post also outperformed the next best type of post as a way to
generate shares of your page as well.
Comparing data post Facebook timeline for brands showed that while
status updates were still the top of the heap at raking in the most page
likes, photo updates increased marginally at creating comments
than status updates. The big winner, however, was videos, which improved at creating shares over photos by an
astounding 90%
The final conclusion that can be made is that for visual media,
Timeline works the best. Use as much visual content, pictures and videos on your pages as possible and try to link posts in some way to visual aides to
make the most of the benefits Timeline has to offer.
Perhaps it’s due to the early stages of Timeline’s implementation, but the effects of pinned or featured posts
are somewhat unclear. It’s fairly easy to compare pre Timeline post to
featured or pinned post.
How Facebook Timeline for Brands Affects Pinned and Feature Posts?
What this has concluded is that even though featured posts do little in the
area of compelling people to comment or like a post or page, they
still are the type of format that is shared the most.
Pinned posts, as you’ll find with photos, are excellent for likes and shares.
However, it’s important to remember that while these are good for likes and
shares, as they are a new way of directing people to apps as opposed to the old
standard of liking a post, pinned posts are very likely to disappoint when it comes to
evoking comments.
The bottom line: If you want to get a significant uptick in page
engagement, featured posts that include video is the king right now.
Summary of Facebook Timeline for Brands
Full width, high quality video is what you’ll need to attract page engagement at
an unprecedented level. With pinned posts, your best option is to go with
photos, as these tend to have the best and most noticeable impact.
Use this information to attract better page engagement. Perhaps with
Facebook timeline for brands you’ll use pinning to promote fans for your page or
a new product.
You might use high quality video or photos to replace status updates in order
to increase shares of your page. The choice is yours to make. To view the full research, check out the Wildfire report.