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.

At NST, we celebrate our co-workers by taking office field trips to Padres games, Temecula wineries and local pubs for happy hour, and by having unique birthday celebrations.

Welcome to Greg Kershaw's Office!

Though we love to recognize each other’s hard work (see our Tiki Token blog posts), we also think the occasional prank is a must. So, it’s entirely fitting that NST’s birthday also happens to be April Fools’ Day!  In honor of this special day, the entire office supported Krystin Williamson and me when we suggested an April Fools’ joke be played on our very own Greg Kershaw – or as we call him – The Gersh.

The Gersh is a hard worker (just ask him) but he also loves to have fun – especially if it means cheering on his beloved San Francisco Giants.  His desk in cubeville is filled with all things Giants and WD-40 – his other love – so Krystin and I knew it was a risk to move any of Gersh’s cherished tchotchkes.  As the photos will prove, we were more than willing to take that risk.

Krystin and I arrived to the NST office bright and early to clear out Gersh’s desk and move all items to his new office – the men’s bathroom.  The Gersh loved the prank – though he did have to wander around the office for some time to figure out just where all of his stuff had gone.

Gersh's old office and new office

Visit the NST Facebook page for photos of April Fool’s Day, NST-style!

And and huge HAPPY BIRTHDAY to Nuffer, Smith, Tucker!

If you talk to just about any working professional, they’ll tell you the same thing: fitting exercise into a busy schedule can be challenging, especially if long work days are coupled with family or other commitments. What’s the NST solution? A little something we call the corporate walk, or “C.W.” Corporate walking can be defined as a fast-pace walk during your lunch hour. While corporate walkers change into walking attire, it’s preferred C.W. etiquette that walkers include some sort of corporate “flair” in their gear.  Think skirt suits and tennis shoes. OK, we don’t go quite that far, but a Blackberry or iPhone in hand will do. Typically, the NST course starts at our office in downtown, heads up 6^th Avenue, across the Laurel Street bridge, through Balboa Park, and down Park Avenue on the East side of the park. It’s a perfect loop that is about 3.5 miles and takes exactly one hour.

Getting out of the office can be a challenge, but when we do, it’s a good way to get the blood pumping, enjoy the outdoors and beautiful Balboa Park, and take an often much-needed breather. C.W. newbie Krystin Williamson suggested we get NST branded sweat bands. Others think we should get NST branded visors. Whatever the “flair,” next time you are out and about or in Balboa Park around lunch, be on the lookout for a bunch of quick walking PR pros charging their way around town.

Do you have a secret for fitting exercise into your work day? If so, we’d love to hear it.

From the best collection of social media minds to a hilarious take on Verizon’s iPhone news, in case you missed it, here’s a sampling of information shared this week by the gang at NST:

There’s a study that says Twitter is ripe with accents.  Wonder what Texans are fixin’ to do in their Tweets? (Rebecca Howe)

Five reasons you really can’t miss the San Diego Social Media Symposium. (Teresa Siles)

Chick-Fil-A’s next ad campaign will be more about saving a reputation than a cow. (Yours Truly)

Jon Stewart’s take on the Verizon iPhone is hysterical. (Natalie Haack)

SDSU names Rocky Long new football coach to replace departing Brady Hoke. (Bill Trumpfheller)

Another reason to love Southwest Airlines is because its pilot holds up take off for the grandfather of murdered child. (Mary Correia-Moreno)

From optical illusion to Badger brand equity, in case you missed it, here’s a sampling of information shared this week by the gang at NST:

The next frontier in social media?  The booming Hispanic market. (Michelle Livermore)

An onslaught of digital technologies has laid waste to traditional media. The new year will bring a clearer picture of what will emerge from the rubble. (Greg Kershaw)

What’s worse?  Missing a curveball because of athletic ability or lack thereof or whiffing because your own brain fooled you? (Aaron Blomberg)

More people talk about the University of Wisconsin online than any other college or university.  We at NST think that’s mostly due to Natalie Haack, an avid Badger fan who watched her team fall to the Horned Frogs of TCU in the Rose Bowl.  We expect Natalie to personally boost SDSU’s online buzz.  She has dual allegiances, and if the two teams meet in any sport, plan for a bandwidth meltdown.

So a 20-something added a new twist to “the dog ate my homework.” She’s blaming Steve Jobs’ iPhone for not waking her up in time for work.  Maybe the Apple chief should send her a pocket-size mirror for her next blame game. (Yours truly)

Here’s a look at the best Facebook page strategies: http://bit.ly/fhYdZg. (Natalie Haack)

If you haven’t heard of Ted Williams, the man with the golden voice, you live in a cave. He’s been hired by Kraft and was reunited with his mom.  It’s only January.  Wonder what will top this buzz in 2011? (Mary Correia-Moreno)

Friday Fodder

‘Twas almost the day before Christmas, and rather than weekly posts and tweets, the NST elves are sharing favorite holiday treats:

Price Arnett: LOVE Bill Murray in “Scrooged,” an impeccable mid-80s remake of the Dicken’s classic. Another favorite from this week, courtesy of Dustin Smith at Davis Elen Advertising: SNL’s Lost Ending of “It’s a Wonderful Life.” Dana Carvey is epic as George Bailey.

Tanya Johnson: We love going to Viejas to see the Legend of the Ice Princess.  The nightly show is based loosely on American Indian mythology. It’s the story of Crystal, a young fairy princess whose magical powers bring winter to the holiday season. It’s a short holiday show that makes you feel good when you leave.  We also love to go ice skating out there.

Beatles fan Micki Stockalper surely has this Lennon classic on her list.

Mary Correia-Moreno and Michelle Livermore share a passion for “It’s a Wonderful Life.”  Says Mary: “Ultimate Christmas movie for me.  I just love the concept behind the film – how life would have been so different for others if you weren’t there.  Makes you really appreciate how each person in your life is there for a reason.”  Says Michelle: “I cannot even watch the movie and just see this part and start bawling. I am crying now. What a great thing it would be to see what the world would be without me in it. Or maybe it wouldn’t – who knows.  I love this whole last part. Everyone feeling sad should just watch this a bunch of times. I love that Clarence gets his wings, too.”

For Jessica Northrup, we’re thinking it’s a toss up between favorite singer Willie Nelson or a touch of family on the Big Island.

Janet Elk: When I was growing up in the Chicago area, every Christmas season the best short cartoons played on Garfield Goose and Friends were Hardrock, Coco and Joe,  Suzy Snowflake and Frosty the Snowman. It’s amazing you can still find these classics on YouTube.  I still love them! Takes me right back to being a kid.

Krystin Williamson: I grew up studying ballet and dance, so I’m a true Nutcracker fan at heart. I love the “Dance of the Sugar Plum Fairy” with Tchaikovsky’s classic score, the beautiful snowflakes dancing in formation and the exciting Arabian, Spanish and Chinese adaptations. This link happens to be from MGM’s motion picture “The Nutcracker,” but nothing beats seeing it come to life by a local ballet company. 

Katie Rowland: Since I grew up watching just as many black-and-white movies as color films with my mother, it’s no surprise that the nostalgia of the holidays has me longing to cuddle up with a blanket, hot cocoa and watch “Little Women.” Although there are many film adaptations of Louisa May Alcott’s novel, the 1949 version is my favorite. Nothing conveys the holiday spirit more than the generosity of the March girls, who spend their prized pennies buying gifts for their mother and share their Christmas feast with their less fortunate neighbors.

As director of social media, don’t you think this fits neatly for Teresa Siles?

Aaron Blomberg: The Bear Who Slept Through Christmas is/was my favorite Christmas movie as a kid.  I was so obsessed I watched it multiple times a day, every day, year-round for many years.  It follows the misadventures of Ted E. Bear as he searches for the meaning of Christmas.  Not entirely sure of why I was so obsessed with this movie, but I’m guessing a teddy bear named Ted E. Bear had a big part in it.

Natalie Haack is dreaming of a White Christmas.

Greg Kershaw: It’s not often you get to rock out at church, but this song always puts me in the Christmas spirit (and makes my stepmom nauseous).  Transiberian Orchestra’s Carol of the Bells, performed by Lincoln Brewster (at my church).

Rebecca Howe: My favorite Christmas song is My Grown Up Christmas List by Kelly Clarkson.  This song has an inspiring message and reminds you that Christmas isn’t always about the gifts wrapped under the tree.  Plus, Kelly Clarkson is among my top two favorite American Idols (the other is Carrie Underwood).

Bryan Spevak is the office music aficianodo, and we’re thinking Another Rock ‘n’ Roll Christmas is apropos.

Kerry Tucker didn’t share, so we’re giving him a leg up.

We’re hoping the vacationing Bill Trumpfheller remembers not to put WD-40 on his sled.

Dave Nuffer loves mariachi.

If three is a trend, then we’re betting trends expert Sharon McNerney says more than 6 million views is some good holiday cheer.

Yours Truly: In some ways, we still believe.