There’s been negative buzz lately from marketers regarding the switch to timeline that will occur automatically at the end of March. We all need to remember that Facebook is a free powerful social media platform, thus the powers that be can affect changes, which means we as marketers need to adapt to those changes. Recently, Facebook Marketing Solutions posted this question to its fans: “For those who have switched your Page to Timeline, what advice do you have for other Page admins?”  There are plenty of comments in the posting thread both positive and negative. Here are a number of the comments posted in response:

“Not impressed. It looks cluttered and untidy. And the effect on visits is evident in the downward trend on our Insights!”

“The visual appeal of the new layout will do far more for enticing people to find out more about you than the old layout…if you use it creatively.“

“Remove any unnecessary apps and know the image sizes: Cover photo: 850 x 315, Profile picture: 180 x 180, Thumbnail image for apps: 111 x 74, Highlighted & milestone images: 843 x 403, Images within wall posts display as 404 x 404.”

We recently switched our company Fan Page to the new Timeline. Prior to making the switch, we reviewed articles and blogs posted on sites like Facebook Marketing Solutions and Social Media Examiner.  We checked out brand sites that were early adopters of Timeline e.g. Ford Motor Company and Coca-Cola to see what they have done with Timeline. On the Coca-Cola fan page you immediately notice the cool cover photo. Coca-Cola has added customer quotes on their Timeline and classic YouTube video links from some of their memorable ad campaigns. The customer quotes, some with photographs, date back to the 1800s up through present day.

Ford Motor Company used Timeline to create a history of the company starting with this photo of their first Model A sold in 1903.

Whether you are a brand or a company just getting started, make certain your cover photo captures the essence of your business and brand. In the “About” section, include the minimal amount of text necessary to convey what your business is about. Include a main website URL or link to a company YouTube video in this section to allow people to quickly find additional information. You might find that some of your older posts have disappeared when you are converted to Timeline. Think of this as spring cleaning and an opportunity to fill-in your Timeline with rich company history.

In the new Timeline, Like-Gate, which is an application that allows brands to increase their fan base at a higher rate by making fans “Like” the page before seeing certain content, is obsolete. We as marketers need to be more creative in the quest to gain fans. Ask yourself: Do I want drive by fans or fans that are engaged with my brand? The following quote posted on Facebook Marketing Solutions Facebook wall nicely captures the essence of what we as marketers should be focused on.

“Upload real company history, milestones and achievements right from the start of your company. There isn’t a better way to introduce your prospective clients to your company in entirety.”

Please share your Facebook Timeline experiences by posting a comment at the end of this blog.

Jon Rock on Google+