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Preparing Your Brand Page for Facebooks Evolved News Feed & Timeline
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NEWS FEED
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Whats Changing
Based on current user behavior, Facebook announced several signicant changes to the News Feed that will have a major impact on how brands consider and construct the content they share through pages, apps and ads:
Primacy of visual content Screen consistency between desktop and mobile Enhanced News feed ltering
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Primacy of Visuals
With News Feed content continuing to trend towards multimedia sharing, the real estate allocated to this type of content is being increased.
- The size of photos and videos will increase
signicantly
- Thumbnails from linked content will have a
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Examples - Photos/Videos
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Examples - Thumbnails
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Screen Consistency
Facebooks continuing evolution to a mobile-rst experience has seen the social network continue to adjust to the way users choose to access their prole and share content with each other. As of December, 2012,
608 million
from their mobile devices. In recognition of this continuing trend, Facebook has unied the News Feed experience across all devices for the rst time.
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608 million
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App Integration
In line with the primacy of visual storytelling in the newsfeed, images shared through Graph Apps such as Instagram, Pinterest, Goodreads and Netix will be even more prominent.
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Example - Pinterest
Before
After
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Enhanced Filtering
Facebook has gone back and forth with News Feed ltering over the years. Users ultimately want to control what they see. For some, they see too much. Others dont see what they want or expect to see. Trying to nd the right level of control for users is a tricky undertaking. The latest attempt puts ltering in an obvious place on the News Feed and gives users a choice of options that could potentially relegate Brand Pages to a second tier within many peoples News Feeds.
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Before
After
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FACEBOOK ADS
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Whats Changing
Some of Facebooks ad units have received makeovers in line with the look of the updated News Feed, but it seems they are taking their time and testing dierent types as the News Feed rolls out over the next few months. As is shown in the following examples, some sponsored story units have a new visually-enhanced look, while marketplace ads that appear in the right rail have a cleaner look. One key change to note is the prominence of the hide button on the new ad units.
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2013 Critical Mass, Inc. All Rights Reserved
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Relevant, compelling content is still the key to success in social Use of the entire Facebook ecosystem (page, apps, ads) ensures reach and engagement Improve the visual quality and cadence of the visual content your brand is sharing Create and optimize images for use on desktop, tablet, smartphone and Facebook media Consider adding image-sharing apps to your social footprint (e.g. Pinterest, Instagram, Vine) Use short, direct, well-crafted copy to support images. Monitor Page Insights as the Newsfeed is adopted by all users to determine if Page reach and engagement drops due to ltering
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TIMELINE
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Whats Changing
Facebook introduced Timeline to personal proles in September 2011 and followed that with Timeline for Pages in February 2012. While rolled out much more quietly in the days following their News Feed announcement, Timeline is getting a new look in line with the other imagecentric changes. Even though this will roll out to personal proles rst, its safe to expect that Brand Pages will see this change come in the months ahead as Facebook likes to keep the experience consistent. The key changes in the personal Timeline that are most signicant are:
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Examples - Timeline
Before
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Threaded Comments
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As there has been no word on how Timeline will be rolled out to Brand Pages, there is very little to be done proactively. Should there be plans to invest in new content or pages in the later part of 2013, consider the following: Prepare for changing dimensions of images in future single-column posts Prepare for need to resize older images in posts and milestones Prepare your Brand Page layout for the elimination of tab icons Experiment with integrating image-centric apps like Instagram and Pinterest Test using calls to action in the cover image and gauge response from page fans Adjust community management protocols to accommodate replies/threaded comments
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Critical Mass
About
Critical Mass, an Omnicom digital marketing agency, helps the world's leading companies use digital media to create extraordinary experiences experiences that bring together creative thinking, smart ideas and emerging technologies to drive our clients businesses. Consistently recognized as a leading interactive agency, Critical Mass operates globally from oces in Calgary, Toronto, Chicago, New York, Nashville, Los Angeles, London, Amsterdam and Costa Rica. www.criticalmass.com 27 / 29
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2013 Critical Mass, Inc. All Rights Reserved
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Twitter.com/CriticalMass
Facebook.com/CriticalMass.Agency
Daniel Honigman, Sr. Social Planner @DanielHonigman Kyle Bottoms, Social Planner @KyleBottoms Lindsay Renwick, Social Planner
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Further Reading
http://www.insidefacebook.com/2013/03/07/how-ads-look-in-the-new-news-feed-layout/ https://developers.facebook.com/blog/post/2013/03/13/making-apps-a-bigger-part-of-timeline/ http://newsroom.fb.com/News/584/Improvements-to-Timeline http://techcrunch.com/2013/03/13/facebook-timeline-redesign/ http://www.ragan.com/Main/Articles/Infographic_Photo_posts_get_120_more_engagement_on_46290.aspx# http://www.buddymedia.com/newsroom/2012/09/salesforce-buddy-media-facebook-timeline-best-practices-wall-posts/
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