Facebook has rolled out its Timeline feature for brand pages, and is offering more options than ever for brands to connect with their fans within the social network. However, there are implications for pharma that marketers must be aware of.
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RTC POVs: Facebook Timeline for Pharma Brand Pages, April 2012
1.
Highlights The New Facebook Timeline
Facebook is rolling out changes Format: Implications for
to brand pages with functions
and a new interface that match
Pharma Marketing
Lian Han, Sara Collis
the personal profile Timeline Digital Integration & Innovation
format April 5, 2012
In addition to a new layout, Summary
Facebook has also added As a continuation of its Timeline rollout, which hit
buttons to highlight media posts, personal profiles earlier this year, Facebook is now
launching similar features and layouts for brand pages.
a robust back‐end management
In addition to new sharing features, a more detailed
and tracking screen and
tracking administrative panel and the option for a large
integration with Facebook cover photo, the date‐oriented timeline format will allow
Premium Ads brands to create a more vivid and chronologically
oriented experience.
Most changes will allow brands
to be more engaging and However, while these changes improve creative
creative with their Facebook application and consumer engagement, they generate
presence new regulatory considerations as well. Many of the
changes require additional oversight, management and
However, some changes will monitoring in order to maintain FDA compliance.
have specific implications for
Key Information
pharma, such as the ability for
A number of functional and display changes will be
consumers to directly message released as part of the new Timeline format:
brands on Facebook
Timeline Interface: Timeline is a layout style that
Careful consideration of FDA Facebook began to roll out for personal profiles at the
compliance should be applied in beginning of this year. The Timeline format places an
regards to these changes emphasis on dates and their relation to postings, media
and links. This allows for faster browsing through posting
histories and creates a more date‐based, time‐relevant
experience, rather than just a list of past activities and
posts. These changes are now rolling out to brand pages,
as expected.
Cover Photo: Brand pages will now have a cover photo,
which is a larger unit at the top of each brand page.
5.
more accessible and shareable, take advantage of these opportunities to heavily promote social
content while being sure to stay within FDA Guidelines.
Sources:
http://www.elirose.com/2012/03/facebook‐fan‐page‐timeline‐changes/
https://mashable.com/2012/03/20/facebook‐admin‐panel/
http://www.mediapost.com/publications/article/170905/get‐ready‐brands‐facebook‐is‐switching‐it‐up.html
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What distinguishes RTC is its unique ability to analyze data and research on both a rational and emotional level,
and to leverage insights gleaned from that data to motivate customers and prospects to take action. RTC’s clients
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