You may have noticed that Facebook has been making changes lately. For those of us who want to feature unique content on FB, especially for our business pages, there was the option of using FBML (Static Facebook Markup Language); Some time back this option was removed, which resulted in a variety of I-FRAME Apps to meet the needs of customized layout and content. As a designer, I recommended this option to my clients since it allowed me to create a custom I-Frame that could be linked to, and since this frame could be used to provide image slideshows, a contact form, a newsletter signup, and a personal text message, it was a great option as a landing page for FB. Well, Facebook has been migrating to a new look/layout. You may have noted their “Timeline” option for your personal pages (shows a history of your FB activities); it is visually appealing, and vastly different in layout from the old FB style. Today I noticed that FB is now offering a similar timeline upgrade option for the business pages. I am writing today since I did do the upgrade to “Timeline”, and wanted to share some observations, and ideas on how to customize the look.
Firstly, the new look is appealing. It no longer has that blocky look of past, and what I liked most is the option to add a featured (Cover) image at top. This image spans the entire top portion of your page, and is a great way to brand your page. That being said, here is what you need to do:
Activate Timeline
First, visit the Timeline for Pages preview manager and select to add Timeline to your Pages. Initially only the Page’s admins can see Timeline, which allows you to make the changes without the edits being viewed by others. When you have the look you like, select the “Publish Now” button at the top your Page to make it available to everyone. Note that you can upgrade anytime until March 30th, 2012, at which Timeline will automatically become publicly visible for all of your Pages.
The important thing is to ask, how can I make the best use of this new layout? Firstly, note the new drop-down “Admin” panel. This section will allow you to make edits to the sections. These include”manage”, “build audience”, and a “help” option. manage has the “edit page” option that you should be familiar with from previous use, and “build audience” has the invite email contacts, invite friends, share page, and promote with an Ad. The manage, edit page, section is where you will want to focus on initially.
The Cover
As I initially noted, Timeline displays a large banner image (851 x 315 px) across the top of your Page. This image is a great way to brand your page, be it to convey a consistent look/feel with your physical website, to display an AD, customer products, and so on. It is important to note that per the FB terms covers can’t display “calls to action” or references to Facebook features such as “Like this Page”, purchase or pricing info or contact information such as web address. To add a featured image, upload your “large” image, choose the option to “pin to top”, and then “remove from page” (so as to avoid having this same image visible on your page content area).
The About Section
Below the Cover is your Page’s profile picture, name, and two stats: your total Likes and the number of “people talking about this”. The About section shows a description for brands or an address and contact info for local businesses. Users can click through the About link to unfold a map and view other basic info.
The Page Apps
The redesign of how Page apps are displayed will likely be the primary disadvantage of Timeline for Pages. Apps have been moved from the left navigation sidebar to the right side of the About section. While they appear with thumbnail photos instead of as text links (which I like), only four app tiles are shown without the need to click an arrow to see more, and the first is permanently occupied by Photos. The rest can include Likes, Videos, Events, Map and a Page’s custom apps. My concern here is that the I-Frame apps are no longer embedded within the FB page wrapper, instead they are now stand-alone; for this reason, previous I-Frame Apps may not be the best option here, or the design will need to be edited to match the new layout dimensions.
Previously, Pages could set a default landing tab that all non-fans would first see instead of the wall when they visited a Page. This is no longer allowed. Instead, users always see the main Timeline view and have to actively click through to custom apps. This means custom apps for your contests, promotions, media, coupons, and signup widgets may get overlooked by users who visit your Page.
The Highlights Feed
When people visit your Page, they’ll see a mix of stories published by your Page itself, by their friends and stories from other users that have received a lot of Likes, comments, and shares (assuming you have enabled posts/comments from others in your settings). This is much different than the dedicated Page-only and other users-only feeds from before Timeline; users can choose to visit those dedicated feeds, though.
A Timeline navigation bar on the left lets users jump to different years in a brand’s history. Since random user posts that aren’t necessarily effective could appear on Timeline, the Highlights feed presents concerns; thankfully, you can disable the ability for random users to post directly to your Page, and prevent their Timeline from displaying mentions of your Page. However, posts to or mentioning your Page by a visitor’s friends are always visible. If you see negative posts, hover over them and select to hide them, or delete them. You can edit these settings in the posting abilities section under “manage permissions”.
Pinned Posts
You can select to pin one of your new or old posts to the top left spot of the Timeline feed for a period of seven days. Pinning can be used to direct users to an important promotional ad or application, a special photo, or provide an important update. This feature gives you a bit of control what visitors to a Page see first. Be sure to at least keep a link to your website pinned at all times.
Beyond pinning posts, you can select to Highlight important posts throughout their Timeline to make them appear the full width of the Page. Ideally before you publish Timeline, or at least at some point you should navigate through your entire Timeline and Highlight all your best photos and links that are still relevant, and hide or delete posts that are no longer relavent or otherwise outdated, remove broken links, etc. Assuming you allow user posts, consider highlighting posts that are especially positive, while hiding any negative ones of course.
Friend Activity
In the top right of a Page’s Timeline’s feed, visitors can view the number and faces of friends who Like your Page. This is followed by one update from a friend mentioning the Page that Facebook’s algorithms deems especially engaging. You have little control over this section.
Composer
In addition to traditional status, photo, video, and question updates, you can select to publish special Milestone stories, such as your founding date, and other big accomplishments. It is has been said that these updates may receive more impressions in the news feed and more prominence on Timeline than standard posts. Milestones appear full-width on your Page with a special flag icon on top.
The Admin Panel
The new Admin Panel drops down and appears overlaid over Timeline when clicked (see admin panel button at top right). It displays notifications of recent activity such as posts to your Timeline by fans, a list of your most recent Page Messages, new Likes, and a snapshot of your Insights data including the volume of your own posts, total reach, and the number of “people talking about this”. Each section can be edited in part for a more detailed look. As noted above, a “Manage” button on the Admin Panel reveals the “Edit Page” option where you can configure all your Page’s settings including whether fans can post to your Timeline and who can see those posts.
Activity Log
Here you can see every post your Page has ever published, as well as all those by users mentioning them. You can highlight posts to expand them to the full width of you Page, allow them to appear if Facebook deems them relevant, or hide them from view. Posts written directly on your Page’s Timeline may also be deleted. Activity Log makes it easy for you to manage your Timeline and make sure you’re presenting your content in the best possible way.
In summary, the most important things to do with your Timeline:
- Choose an eye-catching cover image that works well with your website and existing marketing material
- Provide a an effective description about your company and services
- Feature your most important apps (move the apps up higher on the list to present them above the fold)
- Pin the post you want to feature and drive traffic to
- Highlight significant posts by you and your fans
- Hide or delete out of date, or negative posts by you and your fans
