For months advertisers have been on the alert: a change is coming to Facebook. And although it isn't the first by far, this one is huge.
Welcome to your new brand Timeline.
Many businesses have already taken the time to design their Facebook page Timelines in preparation for March 30, when all Facebook profiles will be switched over to the new design format. Naturally the social network is doing its best to ease the transition for its hundreds of millions of users. A virtual tour of a sample Timeline can be accessed from each profile page. Facebook even went to the trouble of creating helpful videos like this one.
While social media users will no doubt find the switch quite palatable, things aren't as simple for brands. Each element of the new layout represents a promotional opportunity that businesses had better be familiar with if they intend to compete with their peers. What follows is a crash course in Facebook Timeline designed to deliver major consumer impact.
While it's true that Facebook is requiring all users to adopt its Timeline format, it won't be dragging them into this kicking and screaming. Good on this social network for developing something that serves the needs of consumers and brands alike.
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Tessa Wegert is an interactive media strategist with Enlighten, one of the first full-service digital marketing strategy and services agencies, serving such brands as Bioré, Bratz, Food Network, illy, Hunter Douglas, Jergens, and Olympic Paints and Stains. An industry veteran, Tessa has worked in online media buying and planning, marketing, and online copywriting since 1999. She is an active freelance writer specializing in interactive marketing who has contributed to U.S. and Canadian publications, including "USA Weekend Magazine," "Marketing Magazine," "The Globe and Mail," and "The Montreal Gazette." She is frequently quoted as an industry expert and speaks regularly at industry conferences and events.
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