If you've been on Facebook lately, you know that the social media giant has rolled out its latest update: timeline. If you haven't been urged by Facebook to make the switch yet, then you're in for a surprise. Ever wondered what you posted to Facebook in 2007? Well, Facebook's new timeline format give you easy access to your past and the past of your friends. In addition to its chronological component, timeline allows users to display a giant "cover" photo.
The question is, however, will timeline become available for business pages? We certainly hope so, but the evidence seems to say "no." When users first post a cover picture, Facebook displays the following message:
"Note: This space is not meant for banner ads or other promotions. Please don't use content that is commercial, pomotional, copyright-infringing or already in use on other people's covers."
Facebook's concern with promotional material taking over users' cover photos leads us to believe that they may not make the option available to business pages. Facebook may, however, simply attempting to regulate personal profiles to personal content. We'll have to wait a few months to find out.
In the mean time, let's think about what the timeline format would mean for business pages. Well, first and foremost, it would give business pages the chance to display content in a larger, more high impact way through the cover photo. In addition, users would have ready access to older information from the business' Facebook page. Some are suggesting that this would make business pages more about brand communication than about advertising "fan-only" discounts or coupons. I, however, would disagree.
Unless Facebook revokes application use on business pages, which seems unlikely given the extensive use of applications by high-profile brands, these pages will be just as able to hold promotions. Timeline simply will give users the additional capability of easily scrolling through a company's history. Companies will be able to use the large banner space to show advertisements directly and quickly to customers--enhancing Facebook business pages' ability to communicate promotional material rather than detracting from it.
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