For ideas on how to optimize Timeline for your hotel’s Page, sign up for our live webinar on March 8th at 2:00 PM EST.
Since the initial roll-out of Facebook’s Timeline for personal profiles, the question of when the updates would be expanded to Pages has been quite a hot topic. Officially announced during the FacebookMarketing Conference last week, Timeline for brands has finally arrived. With a heavier focus on a more personalized social experience, the new Facebook Pages invite businesses and organizations to tell their unique stories through a visually engaging and streamlined format that provides more flexibility and emphasis on images, special posts, and more. With all Pages due to be moved over to Timeline by March 30th, you will need to consider how your hotel plans to adapt and move forward with the new features.
With a layout almost identical to Timeline for personal profiles, several new elements have been added and various updates have been made to brand and business Pages, including:
- Cover Photo – the first thing people see when they visit your Page
- Photos and Custom Apps – customizable images replace Tab links beneath the cover photo
- Pinned Posts - ability to anchor important posts at the top of your Page
- Starred/Hidden Stories – highlight special stories or hide irrelevant posts
- Milestones – showcase main events in your hotel’s history
- Friend Activity – users see stories about how friends are engaging with your Page
- Private Messaging – another outlet to respond one-on-one to your audience
- New Admin Panel – quick overview of what’s happening with your Page
- Reach Generator Ads – better connect with your existing fans
- Premium Ads – reach new people with engaging Page stories
The new Timeline format effectively eliminates the well-known “Wall,” but users will still be able to post content to your Page’s Timeline. Another key element that will disappear is the ability to drive likes through a custom landing page or tab; however, custom tabs will still exist but cannot be set as the default landing page.
Why It Matters
With one in every five page views occurring on Facebook and an average visit time of 20 minutes, the social networking giant provides an important outlet for your hotel to connect with past, present, and future guests. Timeline furthers this opportunity to engage by personalizing the Page experience and placing a heavier emphasis on how users’ friends are interacting socially with your hotel’s Facebook Page. The Milestones feature makes it easy to showcase your hotel’s history and sell your unique experience to current and potential customers, while the cover photo is yet another opportunity for you to create initial interest with compelling imagery of your property. Timeline will take effect for all Pages on March 30th, so it’s important to adapt quickly to keep reaching and engaging your audience in the most visually appealing way.
What This Means for Your Property
It’s time to shift your thinking about social marketing as it’s no just about the number of likes you can generate, or how often you can push one-way promotional messages. Focus your attention on how you can create and tell a great, unique story about your property to connect and engage with your audience. To do this, you’ll need to generate and highlight content that’s more conversational and visual, both of which are proven methods for effective customer engagement. Take time now to assess your current social media efforts and map out a strategy for connecting with your fans. Facebook continues to be the key social media space influencer and the whole way Facebook looks and works has changed. Embrace this opportunity to make your property stand out and ultimately gain more of what you’re looking for – happy guests who want to share their experience.
Join us on March 8th for a live webinar presentation in which we will be addressing key features and updates to Facebook Pages, plus ideas for how your hotel can successfully make the switch to Timeline.