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

@WCRS_LDN on Twitter WCRS on Google+ wcrsldn on Pinterest 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
  • Check out our top attractions this weekend! http://t.co/DV9taOALJ0

    24 April, 16:40:10
  • RT @MOMusic: Performing for the lovely people at @WCRS_LDN thanks @tindrummusicuk 😘 http://t.co/JYLbwSEGPK

    24 April, 16:27:15
  • .@DinoBurbidge talks about #haptics on the WCRS blog http://t.co/eNnEWjRxea

    24 April, 08:25:12
  • .@beardyman played the @EngineLondon offices last night. He was amazing! http://t.co/AD0gJtI2Jx

    24 April, 08:23:52
  • RT @bigtalkingshop: #madtech Great presentations from 2015 cohort, like watching 9 different businesses from start 16 weeks ago, great wor…

    23 April, 16:18:37
  • RT @TTMobile_uk: TT UK 16:16 1.Adam Johnson 2.#CongratsJustinAndHailey 3.#WorldBookDay 4.#madtech 5.#shakespearesbirthday 6.Lutfur Rahman 7…

    23 April, 16:17:40
  • RT @Paul_Framp: The @ColliderGB 2015 cohort is bloody strong and really will help solve many of the problems that agencies and #brands have…

    23 April, 15:47:23
  • Looking forward to the pitches from 9 of the most exciting startups in adtec #madtech http://t.co/jwjLZTQoxA

    23 April, 14:10:54
  • RT @EngineLondon: It's officially @YouTube's 10th birthday, to celebrate we look at its past present & future relationship with brands: htt…

    23 April, 12:57:24
  • Introducing the world to Frankie the flamingo @King_Games http://t.co/bPdH7v0NCW

    23 April, 11:25:12
  • Our work for the @BFFoundation has won an @AerialAwards! http://t.co/DpCEIT6P0R

    23 April, 10:04:11
  • RT @ukRAB: We have a winner! Congrats to the team at @WCRS_LDN who win this month's #AerialAward with their ad for @BFFoundation http://t.c

    23 April, 09:44:03
  • RT @EngineLondon: And it's victory for @WCRS_LDN http://t.co/0h5eCfJRtW

    23 April, 07:59:39
  • Stuart Williams on the Rise of the Transference Economy from #contagiousNNW http://t.co/tT9eCT7yBA

    22 April, 11:39:29
  • @alicelchau You should have received another email from us. Can you DM us your email address to confirm? Thank you!

    21 April, 16:42:39