WCRS
60 Great Portland Street
London W1W 7RT
+44(0)20 3128 6000

@WCRS_LDN on Twitter WCRS on Google+ WCRS on LinkedIn

TO LIKE IS NOT ENOUGH

With Google no doubt feeling slightly sheepish after the recent ComScore announcement that Google+ users spend on average a paltry 3 minutes per month on the network – Facebook have announced that on 30th March brand Pages will now also get their own new Facebook Timeline layout.

Those who have been using the new Facebook Timeline for profiles will be largely familiar with the new layout which, compared with the boring old Facebook ‘Wall’ (even the word ‘wall’ is dull, why didn’t they call it something really exciting like ‘fun zone’?! ),  is a much more visually appealing, ‘modular’ experience.

As with personal profiles, brands will now also be able to feature a large cover photo (terms and conditions apply), Facebook ‘tabs’ now feature prominently above the Timeline, and Page owners can now send and receive private messages from fans (alongside various other changes).

The recent introduction of the ‘ticker’ feed, the extension of gestures beyond simply ‘like’, to ‘read’, ‘listened’ etc, and the slew of new engagement metrics which were introduced at the end of last year (not to mention the new Facebook Ad products centred around content on the Page) *inhale*, all re-emphasise the fact that engagement is key. Success will not just be measured by ‘likes’ of your Page alone.

Gone are the days of hiding content behind a ‘like’ gate, or gently prompting visitors to ‘like’ your Page via a sexy landing tab (with a giant arrow screaming at them to click the ‘like’ button). Now more than ever, ensuring that content is relevant and engaging is critical. The launch of Timeline and the increased control it gives Page owners over content should make for a much more compelling brand experience.

So, not only do we now have the tools to provide more immersive and engaging brand experiences (for example it’s possible to curate an easily navigable ‘history’ of a brand using Timeline’s  ‘milestone’ feature), we have the means to closely measure and track this engagement. It’s not enough to meekly shrug and say, “the number of fans doesn’t matter, look how many people liked that update!” It is imperative we make full use of this data to ensure content is continually optimised, and learnings are fed into strategic planning.

By Peter Warner

WCRS Tweets
  • RT @EngineLondon: .@WCRS_LDN client @Warburtons chat to the @Telegraph about #TheDeliverers http://t.co/zHg4NizBTC http://t.co/kt3GFMFe7D

    31 July, 16:08:25
  • RT @Tiggerbouncer: How family firm Warburtons became the second-largest grocery brand in Britain | via @Telegraph http://t.co/Mu5JAySJpn

    31 July, 13:10:37
  • The psychology of purchase http://t.co/EEhZYzi8Zp via @campaignmag

    31 July, 13:06:00
  • RT @MarketingUK: Beyond Tinder: charity hackathon produces dating app for the blind http://t.co/0UF5a97hOK by @shonaghosh http://t.co/59GG4

    31 July, 10:16:36
  • RT @Digiday: The rise of mobile and platforms are the biggest forces influencing modern media, says Edelman's Steve Rubel http://t.co/qd2ph

    31 July, 09:39:34
  • RT @CityAM: Tesco drops annoying self-checkout "unexpected item in the bagging area" audio http://t.co/8ehj7w2mJC http://t.co/WYH5ALLaqn

    30 July, 16:05:54
  • .@mattrhodes' key takeaway from the @facebook Q2 earnings: the massive shift to mobile for users and advertisers http://t.co/Pi8rSksVWx

    30 July, 15:16:24
  • RT @EngineLondon: What if products we branded as 'gold' were truly made of gold? Artist explores gold aesthetics http://t.co/OQ5GAzJ3s6 htt…

    30 July, 11:14:03
  • .@MarketingUK are asking for nominations for your favourite TV ad ever. Take a look and get your suggestions in http://t.co/QtMuog62hM

    30 July, 08:45:51
  • RT @SkyNews: Is Twitter about to look a lot more like Facebook? http://t.co/QfeKpTmkHz http://t.co/WagG2s6INs

    29 July, 15:19:02
  • RT @LBBOnline: An amazing story of success at @WCRS_LDN: See how beatboxer @Beardyman helped a creative team get hired http://t.co/XG74FSgs

    29 July, 14:03:20
  • RT @LBBOnline: We spend 5 minutes with French animation legend Sylvain Chomet. Not one to miss this... http://t.co/ugGunRC0yU @th1ngth2ng

    29 July, 09:49:46
  • How @beardyman helped @CdaRoza and Rosanna land their first gig here at WCRS @LBBOnline http://t.co/9MSZbHhER0 http://t.co/AuFwP5rguw

    29 July, 09:34:32
  • RT @Campaignmag: Sky profits up 6% with nearly a million customers added http://t.co/T7HtpkwLBH @SkyUK http://t.co/MwIARX0Hdr

    29 July, 08:37:48
  • Thank you @contagious for coming to @EngineLondon to share your insights on this year's @Cannes_Lions.

    29 July, 08:34:05