How to Use Facebook Timeline Without Reworking Your Brand Strategy
Within days of Facebook’s official launch of Timeline for brands, social strategists and brand marketers turned their Facebook strategies upside down and came up with a flurry of ways to attract more fans. Consumer brands like Red Bull, Old Spice, and Ford led the charge with innovative campaigns that incorporate everything from intricate scavenger hunts to elaborate milestones that date back over a century.
SEE ALSO: Facebook Timeline for Brands: The Complete Guide
But what about the rest of us? What techniques are other marketers employing to take advantage of Timeline, without having to reinvent their entire Facebook strategy? Here are some practical Timeline marketing examples that didn’t require the marketing team to start from scratch or hire a team of consultants.
Think Big Picture, Not Large Image
On a personal Timeline, the cover image may simply be a big image — an emblem of the person’s life. But on a business page, it’s an opportunity for fan engagement. Sporting goods company Jackson Kayak is a good example. Fans submitted their best action shots, which are then uploaded into a photo album where fans vote by liking their favorite. The image with the most likes becomes the featured cover, but the company is the real winner because all of the tagging, sharing, and liking improve its EdgeRank.
Mall of America’s Digital Brand Manager, Lisa Grimm, has an entirely different Timeline cover, which she affectionately refers to as, “another layer of fun.” The company’s cover image includes a QR code that leads to free giveaways and a contest entry form. It also allows the retail giant to track important data like form and e-mail submissions. – How to Use Facebook Timeline Without Reworking Your Brand Strategy by Joe Chernov