subject: Facebook Timeline For Business: Five Elements For A Killer Page [print this page] Facebook Timeline has received mixed review from users, but it is clearly a boon for businesses. A recent study conducted by Simply Measured reports in the first three weeks of Timeline 15 major brands saw a 14% increase in fan engagement (those all important "likes") and a 46% increase per post in content engagement (interacting with content through comments and status updates). Granted, these are all big-name brands with high-powered marketing teams behind them, such as Red Bull, Macy's, and Livestrong, but we can still extrapolate that implemented properly Facebook Timeline will boost any business's engagement with consumers. These five elements are key to making the most out of Timeline and creating a killer page.
Cover photo. Cover photos, which are different than profile photos, are one of Timeline's most celebrated features and with good reason. The large image is the first thing users see when they access your page and provide an opportunity to define your brand and engage users with one compelling graphic. Therefore, you want to pick a high quality image that is unique, interesting, and conveys your business's personality. In order to retain the integrity of the image, comply with Facebook's suggestion of 851 x 315 pixels. If you simply enlarge a smaller picture, it will look blurry or grainy which will undermine everything you are trying to do.
Facebook recommends changing this image occasionally, which will keep your page fresh and may engage a new set of users than your previous cover photos. If you are struggling with what to use, surf around other pages to see what speaks to you. Artwork, menu items or products, and people enjoying your brand are all popular choices. These days almost anyone can take a wonderful picture, but a professional photographer can elevate your product photography to a whole other level. If you want a gorgeous and visually dynamic cover photo, scheduling a session with a professional photographer is a worthwhile investment.
Profile picture. Profile pictures will continue to be the image that represents you throughout Facebook in ads, news feeds, and sponsored stories, but the introduction of the cover photo may require you to tweak your selection. On your page, the profile pic overlays the cover photo in the bottom left-hand corner. These two images present an opportunity to be creative with their juxtaposition and ultimately should complement each other. Most people use a logo, but do not be afraid to experiment to find an image that encapsulates your business and heightens the impact of your cover photo.
About section. The about section may seem like a simple enough concept, but a surprising number of businesses falter when it comes to this all-important area. Facebook suggests including a brief description, your mission, or a founding date, all which are great, but if you are a business with a physical location, the basic info section is more helpful to customers. Make sure to include your essential contact information and hours of operation and they are prominently displayed on your page.
Views and apps. One of the most appealing things about Timeline is its customizability, and that particularly pertains to views and apps. You determine the order in which they are displayed and the four most prominent ones. While there is nothing wrong with the standard photos, likes, events, and a map, this is another opportunity to reassert your brand. Photos and videos have high user engagement, so showcasing your multimedia items on Facebook is an excellent idea. If you have created an app that should be highly visible to users. If you have another significant online presence, such as on YouTube or Twitter, it is an excellent idea to use that as one of your top four. If you have all of these things, this can become a difficult decision, but remember this section easily expands when users click on it. Choose items that incite people to click and find out more about you.
Be active. You can have the slickest, most well designed page, but it is all for naught if you are not an active presence on Facebook. Facebook's composer is that omnipresent box that urges you to "Write something . . ." Usually we think in terms of status updates, but you can also ask a poll question, add a milestone, or upload a photo. The key is to be active and posting something a few times a week. While you can use this space to mention a special product or service, announce an accolade, or discuss a promotion, you can also provide helpful tips, offer commentary, or initiate a conversation among your followers. Yes, you are promoting your business, but you are also creating a community. Let that guide your Facebook efforts, and you will soon be raving about Facebook Timeline for business, too.
