Facebook timeline

Ralph Lauren and other luxury brands prove to be blasé about Facebook timeline

When Facebook timeline was first unveiled the general response from users was one of annoyance and anger at why the social network would bother to change a winning formula.

But after it was forced on everyone last year the complaining quickly died down and changed into a feeling of indifference as people realised it had little impact to how they used Facebook.

Brands were really the only Facebook users who jumped at the chance to fill out their timelines as it was a chance to trumpet their heritage, but even then the excitement was limited to a few notable examples.

10 retailers with great Facebook timelines

The hullaballoo over Facebook timeline quickly died down when the IPO was announced, although grumbles about the usability of the new design continue to rumble on.

Facebook’s redesigned brand pages allow companies more control over which content gets priority, while timeline gives brands the opportunity to show off their illustrious history by uploading old photos and images.

While most brands are now using timeline to post regular content, it is more difficult to find examples of companies that have taken the time to fill in details of former glories.

With this in mind, I tried to find 10 examples of retailers that have taken the time to create great Facebook timelines.

Facebook Timeline case study: The Hunger Games


Over the past few weeks I’ve been spending even more time than usual on Facebook, putting together a new update to our report: Facebook Pages for Business: A Best Practice Guide.  

It’s been a mammoth task, with Facebook in an almost constant state of flux over the past 12 months.

The Facebook Pages for Business guide contains over 80 new examples, and includes details on optimising the Timeline, guides to daily admin and tracking success, advice on creating and communicating with audiences, optimising your page to help with search and brand positioning, usage and demographic stats, and case studies of a variety of businesses, from niche B2Bs to global FMCGs. 

The report has been designed to take you through every aspect of Facebook, from clicking ‘create a page’ to advanced f-commerce and beyond.

It reflects the sheer scale of Facebook, and should help to counter all of the outdated information that’s available, something I know from first hand experience to be incredibly frustrating. 

Facebook’s six tips for Timeline transition

Facebook’s brand pages will transition over to the new Timeline layout later today, and data from Vitrue suggests that brands could see fan engagement decrease if they are not properly prepared.

The data shows 52% of brands that initiated the switchover before today’s deadline saw a reduction in engagement rate.

However, 27% saw greater than a 20% increase in engagement when implementing best practice for brand pages.

Vitrue defines best practice as having sharable content, improved visuals that take advantage of the new layout and prioritised content for brand milestones.

Bulmers uses Facebook timeline to showcase 125-year history

Much has been written over the past few days about the updates to Facebook’s brand pages, and how to utilise the timeline to showcase a company’s history.

Obviously the brands best placed to make the most of this are those with a history worth shouting about, which is why Manchester United has been highlighted as a good example of early best practice.

Facebook to roll out timeline to brands and verify high profile accounts

Facebook’s oft-derided timeline format will soon be rolled out to brand pages in an effort to introduce a more consistent look to the site.

AdAge reports that the new brand pages will be launched in beta with a handful of partners and then be released to additional marketers in stages.

Presumably Facebook has a longer-term plan for creating revenue out of this, but initially the move will cause a headache for businesses that have spent a lot of time (and money) creating their existing pages.