Top Mistakes Brands Are Making with Facebook’s Timeline

Facebook Timeline is now out for everyone and you are face-to-face with your brand’s Timeline every day when you log onto your Facebook Page. Now that you’ve had a chance to get your Page set up, it’s time to really take a look at it and see if your business is making any of these top timeline mistakes. 

  1. The Cover Image. One of the biggest mistakes brands are making is ignoring cover image guidelines. According to Facebook, cover images should not contain price or purchase information, such as “40 percent off” or “Download it at our website.” Don’t include contact information, such as web address, email, mailing address, or other information intended for your Page’s About section. You also need to avoid references to user interface elements, such as Like or Share, or any other Facebook site features. Finally, you cannot include calls to action, such as “Get it now” or “Tell your friends.” Despite these restrictions, the cover image is prime real estate to showcase your business, product, special features, promotions, and events. The new horizontal banner size, 851 pixels x 315 pixels, allows your brand to make a significant impact on fans and visitors that come to your page. It is real-time marketing for your brand utilizing creative images. Experiment to see what resonates with your fans, while sticking to the rules, of course.
  1. Bombarding your fans with a million milestones. Utilize the milestones to tell the story of your company like when you started, first product launch, behind the scenes activities, but don’t overdo it. If you are working on getting your milestones up-to-speed, make sure you spread them out, or hide them from your fans’ newsfeeds. There’s nothing that turns a fan off more than tons of updates all at once. 
  1. Not utilizing your “About” section. Your “about” section is the perfect place for you to sell the background, purpose, goals, product, promotions, and future of your company. This is the place to include all contact information like address, email, phone number, and more. Ignoring it is ignoring a big opportunity to market your brand.
  1. Failing to pin important posts. Facebook timeline now gives Page admins the opportunity to highlight or “pin” important posts to the top left of the Page, denoted with an orange flag in the corner. When an admin pins a post, it will appear at the top of the Page for seven days giving it prominence to your fans. This is a great feature to showcase important stories and get the most exposure for your news, events, and stories.
  1. Limiting your content. Some brands feel that they need to stick to posts, images, and stories related to their industry. They don’t break out of their box and their Page can get stale. Diversify your content to keep your fans engaged.
  1. Not encouraging fan interaction. Restricting interaction on your Page will alienate your fan base. Encourage your fans to participate in the conversation, post pictures, share feedback, and more. Don’t be afraid of negative feedback or constructive criticism. It’s a good way to show that you are quick to address any concerns and that you meet challenges head on.

Facebook is a critical part of most business’ brand marketing strategy, as it should be. However, as the website evolves and adds new features, it is important that you adapt your strategy to take full advantage of new opportunities to showcase your brand.

Are you making any of these common Facebook mistakes? Have you seen any others?

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