Besides the Timeline’s obvious two-column feature that pulls in content chronologically from the left and then the right, there are a few new features to be aware of in regards to where a brand’s content now lives on Facebook’s revamped pages. Emphasis is now placed on communication within the Timeline wall. However, there are a few ways brands can highlight important posts. It is widely believed that Facebook made these changes in an attempt to keep brands’ communication with individual users as organic as possible.

Here are a few of the features:

• Static profile information. Upon scrolling down the page and leaving the cover photo and “above the fold” features, you’ll see a new profile bar pop up on the top of the screen. This bar will stay static and allow your page users to access different page content without having to scroll back up to the top of the page.

• Post box. The first box on the left column will feature the traditional features needed to post or comment on the page. This feature looks and acts the same as the old layout.

• Friends box. The first box on the right column will feature pictures of the users friends who also like the brand page. Although the friends box will stay static across the platform, its content will be personalized for each user.

• Recent posts by friends and others. The box immediately under the friends box on the right side of the page will feature posts concerning the brand made by the visitor’s friends. Immediately following will be a box showcasing the most recent posts regarding the brand by other users. Brands can choose to eliminate the “recent posts by others” box in the Timeline if they wish.

• Featured content vs. pinned posts. Brands now have the ability to identify posts that hold significant meaning and make them appear more prominent on the Timeline. By hovering over the top right corner of a post, an edit box appears. You can now “highlight” a post to stretch it to the full length of the Timeline, covering both the left and right columns. This post will be larger in size, but stay in chronological posting order. Or, “pin” a post to the top of the Timeline and the selected content will be moved to the top of the Timeline where it will be listed first and stay for seven days before returning to its place in chronological order.

• Direct messaging. Users can now send direct messages to brand page admins allowing organizations to handle customer service issues or other sensitive matters in private. Note that pages are not able to initiate private messages with fans or any other user – users must initiate the direct message. However, the page admin can suggest a fan contact them through direct messaging to take a conversation offline and provide further support.

Not sure what type of content your brand should highlight or pin? We’re happy to talk strategy with you to make sure your optimizing Facebook’s Timeline features, or even a larger social media strategy, in a way that makes sense for your brand.

This blog post is the second in a three-part series. The first blog looks at Facebook Timeline cover photos and above the fold features.

It’s the announcement that everyone in marketing has been on the edge of their seat waiting for – Facebook Timeline for brands. Recently, a few NSTers were able to sit in on some webinars about the new features.  We had so many notes on the new features that we’ve broken them out into a three-part blog series, starting below with “above the fold” features.

Although the changes affecting brand pages will require us to make a few tweaks to our clients’ pages, overall, we’re excited!  Some of the features are downright cool, like the new cover photo.  Here are a few of the new elements you should be aware of:

• Default landing pages are no more.  Visitors will automatically go to a brand’s wall, or Timeline.  This, along with some of Facebook’s other changes, highlights the importance of posting and engaging with fans regularly.
• Brand cover photo.  Brands now have an 851 x 315-pixel area at the top of the page for a cover photo, which will be public to everyone.  This can be a fun or artsy photo or design, but cannot include:

• Smaller profile pictures.  At 180 x 180 pixels, the profile photo overlaps with the cover photo.  There are some creative ways to have this work with your cover photo, as these brands show, but the profile picture is still a prominent feature when interacting with a brand, so it’s important to have it work by itself too.
• Application changes.  The applications that were previously listed as tabs on the left sidebar will now appear as boxes below the cover photo (see Coca-Cola’s four applications above: Photos, Likes, Home, Your Stories).  However, there are only four spots immediately visible and one will be taken up by photos, which is a static feature.  Therefore, you should design custom icons (110 x 74 pixels) for at least three other tabs that will be visible “above the fold” without clicking to see more.
• Once visitors click on those application boxes, the tabs they see will now also have a larger area (810 pixels wide).  Current tabs (at 520 pixels) will be centered, but you should consider filling the extra space.

What are your thoughts on losing the welcome page option and gaining the cover photo?  Leave us a comment with your thoughts and stay tuned for Part 2 in our 3-part series on the subject.