December 2011
Facebook Timeline
On Thursday, December 15, Facebook rolled out the preview of the new Timeline profile view. This functionalitywas originally announced at f8 in October,with the intent to roll it out shortly after the conference but was
delayed for various reasons. At this point, Facebook is allowing all users to preview their Timelines. Users whoopt into the preview (which will reportedly last a few weeks), will have one week to de-clutter their Timelines,adjust privacy settings and prune content. During that time, they can choose to publish at any point, but afterthe preview week has passed, they will automatically be switched over.This summary serves to share a description of new functionality, summarize the implications to marketers anddemystify some of the privacy options.
Your Timeline is Your Scrapbook
From its first announcement at f8, Facebook has asked us to think of our Timelines as visual scrapbooks of ourlives. Where the old profile view was a log of our recent activity, sorted chronologically and hard to look backupon, Timeline provides a more interactive view back on your life.
Navigation byYear/MonthCover ImageSummaryinformationAggregationAds
December 2011
Cover Image
At the top of the profile page is a large cover image, giving users a place to add a little character to their Timeline.Hovering over this area will pop up a ‘Change cover’ CTA which takes you through the process of updating thisimage.The cover image is generally displayed at 851x315px, but as a user’s browser height shrinks, the page automaticallyscrolls to display more information above the fold.Beneath the cover image is a summary of information about you. Your job title, education, location and hometownor relationship status are all displayed here, with an “About” link that leads to a page with more detailedinformation. To the right of that, there are a series of four tiles: “Friends,” “Photos,” “Map,” and “Likes,” thoughthis area can be expanded to also show other information, including recent apps using the new Open Graph verbs(which, for example, are being used by Spotify and social readers like The Washington Post).
Navigation
As well as being able to navigate to “Friends,” “Photos,” “Map,” “Likes,” and other content on the top of the page,users are able to explore a Timeline by year and month. On the upper right corner of the profile page is a list of years, which can be drilled into to view activity that occurred during those times. This makes older contentdiscoverable and increases the ‘stickiness’ of a user’s profile page, making it a destination that is interesting toexplore instead of just a list of things that user has recently been doing and posting.
Status Updates & Life Events
Status updates will work much like they always have, but you’re now able to add more context by posting a “LifeEvent.” “Life Events” cover everything from relationship status changes (which should be familiar) to weight loss tohaving a baby to taking a trip or getting a piercing. With life events, you can add photos, tag people and places andadd dates.
December 2011
You can now also post a status update at any point on your timeline – including backdating updates. Clicking on theline that runs down the center of your profile page pops up a status update box, allowing you to fill in the blanks inyour scrapbook.Posting on friend’s Timeline will take the place of posting on his “Wall.”
Place Tagging & Map
Another new feature is that you can now attach a location to any content posted on the Timeline, such as statusupdates, links or photos. These are then plotted on your map, which is a geographic visualization of your activity onthe platform.
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Beth McCabe - Facebook Timeline
Get ready for Facebook Timeline. Beth McCabe, VP/Director of Social Marketing & Technology explains the new Facebook profile features.
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