Today Facebook announced Timeline for Pages and held an all day conference for marketers to learn the ins and outs of the new features. Facebook also took the opportunity to re-explain how social is core to social media marketing. They spoke of creating stories and not ads as the key to the new Facebook. They showed examples of how social media should be by showcasing brands like Red Bull, Ben and Jerry’s, and Macy’s (I’m guessing they still get perks for Miracle on 34th Street). They talked to industry leaders who all echoed the social media mantra. Still, it’s going to take some time for it all to sink in.
To this end Facebook presented a number of features in order that should empower those that want to embrace to the social of social media marketing. The Timeline is a huge step in showcasing a brands interactions online. It’s literally their social history. Sure, they can remove posts, but how much are you going to trust a brand that’s been online for years and has nothing to show for it. The Timeline will also feature posts from a user’s friend that mention the brand. This may include negative rants, but this is still to be seen. Lastly, the Timeline is a break from the marketing pages of yesterday (literally) which often featured “like-gated” content so the marketing team could brag about the number of Likes they had.
Other features to support the humanization of pages include the ability for a page (read: brand) to have direct correspondence with individual users, limitations of the types of images that can be used in the hero image (no “like us”, “50% off”, or other promotional type images), and highlighting the user’s friend’s brand related activities (mentioned earlier). They also added the ability for brand posts to be apart of the both the desktop and mobile news feeds (paid service, like Twitter’s promoted Tweets), though this one seems to support the old ad model more than socialization.
So the question is, will Facebook’s new tools along with the reminder that social media is a bi-directional conversation help change those clinging to the broadcast mentality? Will these new tools help champion the social among the social marketers or will they be bastardized to support the old regime?
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Watch the presentations here: http://www.facebook.com/business/fmc