Rick Kelley, Director of sales, Facebook
The new cover photo is the large photo at the top of Facebook pages. It’s a great opportunity for a brand to showcase its product, culture and essence. It’s the first image people will see when visiting a page so it’s important that retailers choose a striking image.
The cover photo can be altered as often as brands choose, so retailers should use it as an opportunity to engage with fans through eye-catching images that show off the latest products or ranges.
Now that there is the cover photo, it is important to keep using the profile picture to the best effect. The profile picture spot is the best place to use a picture that visibly identifies a business. Reiss uses its cover photo to showcase its spring collection, while its profile picture is its logo. Since the profile picture represents a brand’s page on other parts of Facebook as a thumbnail (such as in ads or news feed), a high-quality image (such as a logo) should be used that people associate with their brand.
Milestones and the Timeline
Retailers can now take advantage of larger photos, videos and link stories to visually engage fans. Posts can now be featured on the Timeline meaning fans can engage with a post beyond the time it’s in their news feed, by flicking back through a brand’s Timeline. Milestones can also be used to define key moments in a company’s history, allowing fans to interact with a business beyond the present moment in time. Marks and Spencer has created a Timeline that goes back to the company’s launch in 1884 and includes key milestones like the launch of the first Penny Bazaar in 1897.
Retailers can anchor the most important story to the top of their page for up to seven days so fans don’t miss the best content. Retailer Anthropologie this week pinned its top tips on boyfriend jeans, for example.
Arrange views and apps
A brand’s photos and custom apps will appear at the top of its page and can be reordered at any time so retailers can highlight what matters most to them by arranging their own custom-built thumbnails.
Manage your page
The admin panel is a new addition to pages and is great for giving retailers a high-level dashboard for editing content, tracking activity and viewing page insights.