When Facebook comes knocking, brands answer. The emergence of Facebook Timeline for brands has created a frenzy over the latest transformation to enhance storytelling and engagement with consumers on the platform many consider king. As consumers seek new ways to express themselves through social media, brands can mirror this approach through the Timeline's vivid imagery and utilities, which are well suited for creativity. This helps brands take the leap from engaging to captivating.
Statistics about multimedia use continually prove that images are key to increasing engagement with consumers. As such, Facebook Timeline will only amplify a brand's ability to connect. In fact, according to Facebook, posts that include a photo or a video generate at least 100% more engagement than a post without multimedia content. Timeline's cover photo feature will enable a higher form of expression to demonstrate the core essence or message a brand is trying to convey, while also providing more Facebook real estate for events, sponsorships, and promotions.
While compelling visuals and graphics are central to effectively utilizing Facebook's new format, the crux of the Timeline feature is the opportunity to create milestones, allowing brands to tell their story over time. Milestones not only provide a means to create a narrative around a brand's history, such as how the company began and the addition of notable executives, they also enable a brand to uncover hidden nuances, truly bringing its identity to life.
PR pros always seek opportunities to create fresh narratives for clients. Facebook Timeline makes that possible through a key ingredient - crowdsourcing.
Crowdsourcing is not a new concept in social media, but Timeline will enable brands to take it to the next level. For example, brands can ask consumers to shape the historical Timeline and defining moments in a company. After all, consumers are the product purchasers and receivers of brand messaging. Their unique perspective provides creative insight and generates compelling storylines around a brand. For this reason, crowdsourcing has taken center stage in the evolution of social media content development.
At a time when consumers crave originality and authenticity, Facebook Timeline presents an opportunity for brands to creatively engage their audience while enabling consumers to play a significant role in the story - not just the conversation.
Wendi Leggitt is director of DKC Connect, the digital division of DKC.