The document provides an overview of social media platforms and Facebook's new Timeline feature. It discusses: 1. The key social media platforms including their user bases and engagement metrics. 2. Details on Facebook Timeline including cover photos, profile pictures, tabs, apps, posts, milestones, and activity log. 3. Best practices for using Timeline such as pinning important posts, highlighting engaging content, and curating brand milestones. The document aims to educate brands on utilizing the new Timeline format and engaging audiences across various social media channels.

1. SOCIAL MEDIA
With a focus on Facebook Timeline

2. Social Media Landscape
Express your
own opinions, Share your own Connect with Upload your Connect with
video’s or watch friends . Share, images for Express yourself in your colleagues
on your own 140 characters
site/blog/page and comment comment. Upload others to see, (share,
on others & discuss discuss and (mini blogging) comment,
download network)
There are You Tube has Facebook has 5 billion photos ‘’Twitterers’’ 2.9 billions of
more than 133 13 billion more than 850 are hosted by publish more pages are
million blogs videos viewed million users and this platform, than 200 viewed per
currently per day and has 300 billion being posted by million tweets month on
active online has now pages viewed more than 52 per day, Linked-in, with
become the per month million users representing an average of
second largest more than 800 101 million
search engine tweets per users reported
in the U.S. second!

3. Our 11 golden social media rules
1. Know what you are talking about
2. Always be transparent
3. Be yourself
4. Post frequently
5. Add value
6. Respond
7. Listen to what others have to say
8. Learn from your mistakes
9. Be external
10. Have fun
11. Don’t start until you are ready to commit

4. A social media manifesto
•Be attentive
• Listen to what consumers are talking about. Respond accordingly,
Pledge # 1 • Accurate and timely.
•Be interesting
• If you’re not interested, why should they? Identify the DNA that
Pledge # 2 • makes your story compelling and newsworthy.
•Be sociable
• Apply the same social techniques that you would face to face. Be sociable,
Pledge # 3 • be polite. Act like a person meeting someone for the first time
•Be honest
• Don’t try and control consumers. Don’t put up walls. Be honest
Pledge # 4 • transparent and take criticism constructively
•Be useful
• Create a utility that benefits consumers lives and enriched
Pledge # 5 • their relationship with you. Failing that, make them laugh and smile
Pledge # 5

5. FACEBOOK TIMELINE
Implications for brands

7. WHAT IS TIMELINE?
The basics

8. What is Timeline?

9. Timeline Map
Cover Photo
Date Selector
Profile Image
Message
About
Tabs & Apps
Content Selector
Timeline
Friend Content

10. PHOTOS & IMAGES
The cover photo

11. Details and Specs
A large-scale, eye-catching way to introduce your brand.
Think of this photo as exactly what the name suggests, the cover of the multimedia scrapbook.
Keep in mind Facebook's new restrictions on what is not allowed in this photo:
• Price or purchase information, such as “40% off” or “Download it at our website”.
• Contact information such as a website address, email, mailing address, or information that should go in
your Page’s “About” section.
• References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the
cover photo to any of these features.
• Calls to action, such as “Get it now” or “Tell your friends”.
* New Dimensions: 851x315 px

12. Ideas and Inspiration
• New product line announcements
• User-submitted photos/images
• Exclusive & Behind-The-Scenes
images
• Recognizable representations of your
brand
• Contests/Campaign winners
• Event photos
• Milestone celebrations
• Fan comments and feedback

13. Ideas and Inspiration

14. PHOTOS & IMAGES
The profile picture

15. Details and Specs
• A small square that represents your brand anywhere it appears (Newsfeed, user Timelines, other brand
pages, etc.)
• Since the dimensions of this space are much smaller than before, we recommend to use your brand's
logo here and use the Cover photo for campaign-related promotion.
• Dimensions: This picture scales well from 180x180 px to 32x32 px

16. PHOTOS & IMAGES
Tab and app images

17. Details and Specs
• Located under your Cover Photo
• Move around these boxes that link to your Tabs and Apps by clicking the "pencil" icon in the top right of
each square. Then, you can swap their positions with others as you can only feature three Tabs or Apps in
the top menu (the rest of your Tabs and Apps will be in a drop-down).
• The only position that you cannot swap is the Photos box that will remain static in the first position.
• Each Tab and App will need an eye-catching photo (Dimensions: 111x74 px) to represent what users might
experience upon clicking that image

18. Ideas and Inspiration
• Consistent look and feel with Cover Photo
• Visually represent the experience of the tab or app
• Communicate larger campaign initiative
• Include text if possible
• Bright, eye-catching colours
• Swap out these images often to keep content fresh, even if the tab/app is the same
• Don’t need “Likes” here as it just takes up space

19. COMMUNICATION,
CONTENT AND OUTREACH
Posting content

20. Details and Specs
• Your brand's Timeline has replaced your brand's Wall
• Users will see posts from their friends who Like your brand and posts from their friends that relate to your
brand when they first visit your page
• You can choose to pin, highlight, or hide posts on or from your Timeline
Pinned Posts: You can
choose one post to "pin"
to the top of your
Timeline.
This post will
remain pinned for up to
seven days.
We recommend creating a
content calendar to keep
this fresh and relevant

21. Details and Specs
Highlight Posts: Your posts will
generally appear on the left or the
right of your Timeline. You can
choose to "highlight" (or expand)
posts (or stories) that you deem
important. Highlighting posts will
expand them the entire width of
your Timeline.
Hide Posts: If you want posts to go
out in to your Newsfeed but do not
necessarily want them to appear on
your brand's Timeline, you can
"hide" them.

22. Ideas and Inspiration
• Use large, eye-catching, colourful images
when a story is highlighted
• Go back in time and ensure each point
in time is well curated
• Find great content from Fans and
feature their posts
• Video content also expands to full-width, keep this
in mind when highlighting
• Share fun facts, stories, and exclusive
information that represents your brand
• Make Timeline curation an experience
for your Fans

23. COMMUNICATION,
CONTENT AND OUTREACH
Milestone curation

24. Details and Specs
• Milestones are very similar to Life Events on user Timelines
• Curate your brand's Milestones to commemorate events as far in the past as your company's founding, the
launch of new lines of products, and social achievements like fan count numbers
• You can feature these Milestones on your Timeline or simply add them for future perusal
• When you add your first Milestone, you must establish a point in time that your Timeline will end at. Keep this in
mind as it is unclear at this point how to change this after the date has been established

25. Ideas and Inspiration
• Fan growth milestones
• New product lines
• Company milestones and key events in history
• Founder and leadership content
• Fan-related milestones for features, etc.
• Character and content-based milestones
• Use milestones to engage and inform

26. COMMUNITY/REPONSE
MANAGEMENT & WORK FLOW
Activity log

27. Details and Specs
• Admins will be able to review all the activity on their page in the Activity Log
• If you choose to review and approve fan commentary to be added to your brand's Timeline, you will need to visit
the Activity Log to do so
• Spam: Select the "Spam" selection in the drop-down of your Activity Log to view what Facebook has auto-
• deemed to be spam.

28. Keep in Mind
• Review the Activity Log daily to identify fan content for highlighting/deleting
• Use Activity Log to approve/deny content to be added to your Timeline
• Do you want to pre-approve content to be added to your Timeline?
• Use Activity Log to determine Spam and content-related trend

29. COMMUNITY/REPONSE
MANAGEMENT & WORK FLOW
Messages

30. Details and Specs
• You now have the unique ability to private message users from your brand page
• This will help brands who want to feature only positive commentary on their Timelines
• We recommend to change your Admin settings to "Only show posts by [Your Page] and friend activity on your
Page until reviewed by an admin" so that if there is a negative comment, you can respond to it privately and it
won't appear on your Timeline
• Brands will need to develop policies and strategy around this new feature

31. TABS & APPS
The basics

32. Details and Specs
• The default landing tab experience has been eliminated.
• Each Tab and App appears in a 810 px wide canvas, great real estate for campaign content
• Users can navigate from Tabs and Apps (and back to the Timeline) through a drop down menu at the top left
• At this time, fan-gating (Like-gating) is not functional. Facebook has logged this as a bug and it is currently
being addressed

33. Keep in Mind
• Since you don’t have a default landing tab, use
the Pinned Posts feature to
highlight content and drive traffic to your tabs
• Leverage the larger real-estate with unique
experiences for your fans
• If you have made the switch and have a fan-
gated tab, ensure that your
experience is functional
• Consider that only three tabs can be featured in
the top menu at once

34. TABS & APPS
About section

35. Details and Specs
• Since this section now appears
directly below your brand's
profile
picture, it is important to include
relevant, helpful information in
this space
• You can include URLs here,
so, this is an opportunity to link
to your website
35

36. TABS & APPS
Social actions and lifestyle apps

37. Details and Specs
Facebook is moving towards building a fully-
integrated experience that allows
brands to create apps that organically share
social actions.
This new category of apps has different levels of
implementation and impact, specifically in
reference to the News Feed, Ticker, and
personal/brand Timelines.
Facebook wants to build out a “library” of social
actions like “bought,” “saw,” “ran,” and “cooked”
that would be integrated in to this new category
of lifestyle apps.
These actions relate to a variety of objects.
• Once this launches for brand pages, what does the
Though this experience is not yet active for brand aggregation look like on your Timeline?
pages, it will be in the near future
• What is most important in your app?
• What will your fans find most interesting and
informative?
• How will key content and users be highlighted?
• How will you build content from this experience

38. Q&A on Timeline
And all other things social

39. These ideas and concepts are presented on the understanding that:
The Client acknowledges and agrees that any identifiable and original idea or concept
presented by the Agency in relation to any promotion invented or developed by the Agency
shall be acknowledged as being available only for such promotion, and shall not be used for
any other purposes whatsoever without the Agency’s express prior written consent. Even
where no promotion is agreed, the ideas and concepts presented to the Client shall remain
strictly confidential and shall not be used in anyway, including communication to any third
party, without the Agency’s express prior written consent.
Social Fuel 2012©
39