Facebook’s Timeline for Brands announcement tomorrow will offer new possibilities and opportunities for businesses.
Tomorrow is the day when many marketers and agencies will be anticipating the launch of Facebook’s Timeline for Brands. Timeline for personal profile officially launched last year and New Zealand was one of the first countries in the world to have Timeline activated.
Like all Facebook revamps, it has arrived with many people expressing different levels of anger over the enforced changes to their personal profiles. Some users have advocated boycotting Facebook all together. But down at Facebook HQ, these controversies represent just another normal day at the office.
In the eyes of many Facebook users, Timeline’s negatives seem to outweigh the positives. For example, check out these posts by SMNZ contributors Charles Mabbett and Jack Yan who share different points of view as to why they think Timeline plainly sucks!
Timeline is being sold to users on the basis that it “tells your life’s story” and this is where Facebook has irritated many because not everyone wants their life history put in any spotlight for everyone to see.
But looking at Timeline from the point of view of brands and marketing is literally another story.
Brands in the current age of marketing use story telling as the new currency for engagement. This is something that Timeline does very effectively, especially for those businesses that have built their brands in the public eye and can promote their particular brand’s history from foundation and through its watershed moments like to strategic partnerships, successful promotions, growth and expansion until the present day.
Brands do need to be mindful that while it is an admirable thing to be transparent, care is needed to exercise restraint and not cross over into becoming too narcissistic. Brand marketing content and consumer transparency need to be carefully thought out and plotted to enhance a brand’s reputation.
Does this mean a brand needs to shift its Facebook strategy because of these new Timeline considerations?
Stand by for more on this subject after tomorrow’s announcement of Timeline for brands.