Facebook Timeline and Your Brand, Part 2
Posted by Kathy Lisiewicz
Yesterday we took a look at brand opportunities offered by Timeline and other changes introduced by Facebook. Today, let’s look at a few of the challenges.
1) You’ve probably been relying on “likes” entries in people’s feeds–at least to some extent. Certainly I’ve had times where I’ve thought, “Oh, hey, my friend Fill-in-the-Blank likes John Adams. I didn’t know there was a page about him, and I like John Adams, too.” Now those likes will appear in people’s Timelines and in the ticker, and will be collected in one place on a profile. That gives their interaction with your page more prominence–but that means all interaction is more accessible. Transparency and accountability will continue to grow in importance.
2) No one has to “like” your page to comment. As discussed yesterday, it always has been pretty easy for people to make negative comments on your page. And if you want to be able to participate in the discussions that are going to happen one way or another, then that’s actually a good thing. Better to see what people are saying and have the forum and opportunity to respond. But because “like” is losing its power, you’re going to have to focus more than ever on providing content that people actually want to interact with. Be compelling. Interact.
3) Your advertising will have to evolve. If people aren’t clicking “like” as often, you’ll need to do something that brings your page and your brand to their attention within Facebook. Mashable has an op-ed explaining how this came to be and why it’s good for you. (And clearly it will also be good for Facebook, if it increases their ad sales.)
4) It may be easier than ever for Facebook users to get overwhelmed by information. You want to appear in people’s streams, but so does everyone else. Ciarán Norris writes about why “stream fatigue” can be dangerous for brands. You’ll need to focus on sharing information that people actually want to see. Stand out by meeting needs, not by being noisy.
5) Engagement matters more than ever. Karlyn Morissette points out that because Facebook’s Edgerank score determines whether a story shows up in Recent Stories, your prominence in a News Feed is now based not on how frequently or recently you post, but on how people are interacting with your posts. That means that you may need to focus on publishing to niche audiences through a variety of pages rather than to all of your audiences through one main page. Get it right, and you may even be able to make it into “Top Stories.” (By the way, if you’d like to check your Edgerank score, check here.)