The introduction of Facebook’s timeline for business pages has many of us scrambling to revamp our brand pages before the March 30 deadline. If you haven’t retooled your fan page yet, this column will help you update your page’s photographic elements.
Timeline emphasizes large photos and gives page administrators more control over the content users view first. The most drastic change from the previous interface is that the timeline — as opposed to a page’s wall or a custom landing tab — is now the permanent landing spot for everyone who visits your page. This magnifies the importance of the cover photo.
The cover photo displays across the top of a page’s timeline. Facebook has specific policies about what a cover image may not contain. It cannot include price or purchase information, such as “40% off” or “download it at our website.” It cannot include calls to action such as “get it now” or “tell your friends.” It cannot display your web address, email, mailing address, phone number or other contact information. It cannot urge people to “Like” or “Share” your page.
The cover image can be used to visually tell your brand’s story. Sized at 851 pixels wide by 315 pixels tall, the photo can showcase images of your products, ingredients in your products, unique selling points of your products or the people who use your products. You can display images of your storefront or interior and your staff. And you can state your mission or list your primary services.
Verizon Wireless (facebook.com/verizon) gets creative with their cover photos. Daily, they swap in a new photo shot by a fan with a Verizon Wireless phone. A thumbnail image of the fan and a caption are overlaid onto the photo. It’s a great way to feature their fans and increase audience interaction.
Your page’s cover photo also includes a profile picture of 180 by 180 pixels. This image is scaled down to 32 by 32 pixels for use as the icon that displays next to each update you publish. Since fans identify your updates based on your profile picture, use either your company logo or your business portrait.
Below the cover photo are links to applications such as photos, videos and blogs. These “apps boxes” have also gone visual. With the exception of the “Photos” tab, which displays your most recently uploaded image, you can customize each app’s icon with a title and an image measuring 111 by 74 pixels. The Livestrong brand (facebook.com/livestrong) does a terrific job of coordinating the color scheme of their cover photo and apps boxes.
Four of your page’s 12 available apps boxes are visible on your timeline’s front page. The “Photos” box is always listed first, but you should rearrange the remaining 11 apps in order of their importance. Once you’ve customized the design and order of your apps, direct users to them so they can take advantage of your promotions.
Another key image-based feature of timeline is called “Milestones” — stories that highlight events in your brand’s history. Milestone images are 843 by 403 pixels, and they display across the full width of your timeline.
Pictures within Wall posts are also larger, at 404 by 404 pixels.
Facebook’s redesigned interface capitalizes on users’ appetite for photos. Put careful thought into the way you use images on your page, and you’ll satisfy your fans’ hunger.
Customize your Facebook brand page’s Timeline with Laura Christianson from 6 to 9 p.m., Thursday, April 12. She will teach “Facebook Pages for Business” for Everett Community College’s Corporate &Continuing Education Center. See details on the “Speaking” page of bloggingbistro.com or call Christianson at 425-244-4242.
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