What will Timeline format mean for businesses using Facebook?

Facebook announced last week that it would be switching Pages – its online offering for businesses, organizations – to the same Timeline format it began rolling out for its personal users months ago. No longer will visitors to a business’ Facebook page be greeted by a landing tab to entice consumers to “Like” them. Now the previous conversations on the business’ timeline – which are more easily accessible under the new format – will have to attract new subscribers.

The idea makes some sense. Since Social Media emphasizes two-way conversation (as opposed to the one-way shouting of an advertisement), wouldn’t you want your conversations to be the focus of your Facebook page? But what will this impact mean in reality for for businesses and organizations using Facebook?

What new opportunities does this change provide? What challenges does it provide?

We discussed this topic – at least in a healthcare context – last night on the weekly Health Communication and Social Media Tweetchat that I participate in most Sunday nights on Twitter. One participant noted that the Timeline format, and the ease it provides in accessing older content, allows businesses to engage their audience using older content. Another participant noted that the new format allows page viewers to send a private message to the administrator of that Facebook page, even if said viewers don’t “like” that page.

I’m a little skeptical of the latter point. A private message on Facebook is essentially the same as an e-mail (or a direct message on Twitter), so I have a hard time considering that “engagement” in the Social Media sense. But making it easier for current and potential future customers to contact you via Facebook could build more trust. You need to make sure, however, that the administrators can truly speak on behalf of your company. Ideally, they will be actual employees of your business. But since that may not be economically feasible in this day and age, a really good agency with outstanding knowledge of Social Media, consumer engagement and your brand could do this too.

What do you think of this change? Do you see Facebook going to the Timeline format as a positive for businesses and organizations? A negative?

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About Joshua Brett
I am a native of Chicago, but have lived on the East Coast for almost 20 years. After starting my career as a news reporter, I moved into healthcare marketing, first with a small hospital, then with a small pharmaceutical development company and now with a chain of businesses that are working to improve access to the health care system. In May 2011, I completed my Masters Degree in Communication Management at Temple University, and I enjoy helping businesses, particularly healthcare ones, identify, tell and leverage their stories to achieve their business goals. My related interests are in messaging and framing in politics and in the use of social media platforms (including blogs similar to this one) by the healthcare industry to engage patients directly, drive them to healthcare providers and make them more educated consumers when they do so. Unlike my previous, disorganized, scattershot attempt at blogging, I hope to make this attempt more focused. We'll see what happens.

One Response to What will Timeline format mean for businesses using Facebook?

  1. Krista says:

    Hi Josh– you raise some good points here. Positive or negative, the timeline is here to stay. I’m also curious to see how users adjust to the new format, as I’ve already had several friends switch to the timeline format and it’s taking me some time to get used to it. But I’m sure with time, that will become more intutitive.

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