Get the most out of Facebook Timeline for your brand. Here are the changes you need to know about, as well as a few tricks to get your content seen by more of your fans. From leading social media agency Banyan Branch.

1. Facebook Timeline for Brands
Key Insights on Timeline’s Design & Features
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2. Facebook Today
• World’s largest social network (850 million users).
• Responsible for 1 out of every 5 page
views in the U.S.
• 425 million mobile users.
• 37 million fan pages with more than 10 likes.
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3. Timeline Takeover
• Debuted in Sept. 2011 for general users.
• Timeline for brands debuted in March 2012. It is now mandatory.
• Promises to “showcase brands’ unique stories and identities.”
• How’s that working? Brands get 46% more engagement per status
update with Timeline, and that boost jumps to 65% for photos and videos.
• Engagement improves EdgeRank, meaning more fans see your posts in
their news feeds (more on this later).
* Simply Measured 2012
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4. A Whole New World
Timeline presents fan pages in a
brand new light.
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5. A Whole New World
Timeline presents fan pages in a
brand new light.
• More visual
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6. A Whole New World
Timeline presents fan pages in a
brand new light.
• More visual
• Better control over look
and feel
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7. A Whole New World
Timeline presents fan pages in a
brand new light.
• More visual
• Better control over look
and feel
• Bring your communities to life
with more customization
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8. Key Features of Timeline
• Larger cover photo
• No more landing pages
• Apps on top of the page
• Highlight & pin important posts
• Message fans directly
• Deeper admin panel allows for better insights
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9. Larger Cover Photo
• 850 x 315 banner
– Awkward size so be sure and
have a high res image.
• Conveys emotional appeal with
an arresting image that catches
users’ attention.
• Facebook’s Terms of Service
prohibits the use of prices, calls to
action, contact info, and
promotions on the cover photo.
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10. No More Landing Pages
• New fans used to be directed to landing
pages before seeing the Wall.
Where’s the
• Now, every new visitor (fan or not) will “Like” button?
see the Wall first, making first
No landing
impressions more important than ever. pages mean
fans will see
Timeline first.
• Fan-gated apps and tabs are still
permitted, but not as landing pages.
• Visitors always see the Timeline first.
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11. Apps on Top of the Page
• Thumbnails for apps are not
featured at the top of the page.
– These used to be included on the
left side of the fan page.
• Apps include photos, videos,
events, promotions, etc.
• Feature up to 12 apps, though the
Apps are now featured on
first one is always photos. the top of the fan page, so
make them count.
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12. Highlight & Pin Important Posts
This highlighted post
stretches across the page!
• Highlighting a post extends it across
the page, making it even more
visible to viewers.
• Pinning keeps posts at the top of the
page, no matter the time stamp.
• Great for campaigns, allowing your
most important messages to always
stand out on the Timeline.
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13. Message Fans Directly
• Brands can now connect with fans
through messages, not just wall posts.
• Fans can send messages to brands,
and brands can respond. But brands
can’t initiate private messages with fans.
• Great for customer service.
• Notifications appear in the admin panel.
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14. Deeper Admin Panel
See your notifications and
know when to respond.
• Displays insights automatically
at the top of the fan page
– Only visible to page admins.
• Shows notifications, messages, new
likes—making it easier for you to see
key insights and conversations.
• New insights include Friends of Fans
(reach), and Talking About This Monitor your new likes for
(conversation size). demographic insights.
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15. If You Only Remember One Thing
Facebook doesn’t care what you have to say. It only cares what you
have to show.
Photos and videos can get you here.
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16. EdgeRank’s Weighted Posts
Photos /
Videos
Status
Updates
Links
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17. EdgeRank’s Weighted Posts
These get seen in your Photos /
fans’ news feeds. Videos
Status
Updates
Links
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18. EdgeRank’s Weighted Posts
These get seen in your Photos /
fans’ news feeds. Videos
Status
Updates
These do not.
Links
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19. Old vs. New
Here are two ways of sharing the
same story, taking advantage of
Timeline’s new features:
• Links like this aren’t prioritized
by EdgeRank.
• That’s because thumbnail
images are hard to see, and
Facebook knows fewer people
will click on it.
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20. Old vs. New
• Instead, upload a photo!
• Include shortened link so you can
track click-throughs.
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21. What We’re Seeing with Timeline
• Content is still king (well, at least photos and videos).
• First impressions are even more important, so maintain a gorgeous page.
• Once-a-day-posts aren’t enough—just 16% of fans see your posts.
• Friend mentions appear near the top of Timeline, so your fans will always
see the interactions their friends are having with your brand.
• Pinning posts to the top of the page increases engagement with that post
and extends the life of a campaign.
* Facebook 2012
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22. Connect with
Banyan Branch Social Media Agency
Website: www.BanyanBranch.com
Blog: www.BanyanBranch.com/Social-Blog
Facebook: www.facebook.com/BanyanBranch
Twitter: @BanyanBranch
Phone: 1.206.971.0010
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