Facebook's Timeline user interface has been applied to the company's Pages promotional palettes for businesses, organizations and individual brands.
have gotten the Timeline user-interface treatment
with the new
Offers tool, a way for businesses with supporting Pages to discount and promote
their products right from Pages.
which unveiled the new branding and advertising technology at the American
Museum of Natural History in New York City Feb. 29, also said it was porting
its popular Sponsored Stories from its News Feed to mobile devices, such as
smartphones and tablets.
Stories are Facebook posts from friends or Facebook Pages that a business,
organization or individual has paid to highlight to attract more attention.
Moreover, Facebook is now showing premium ads on the log-out page, as well as
across user home pages and News Feeds, a first for the social network.
ad formats and promotions are designed to help Facebook boost its revenues,
which topped $3.7 billion in 2011. The company is going public this year in an
initial public offering worth $75 billion to $100 billion.
closed 2011 with 14 percent of the crucial market for display ads on sales of
$1.73 million, beating Google's own $1.71 million, eMarketer said. The researcher expects
Facebook to maintain its
lead in 2012, grabbing $2.59 billion in share, compared with $2.54 billion by
However, Forrester Research analyst Nate Elliott has said often that
Facebook must branch out to offer ads outside of Facebook.com, spreading ad
seeds across the Web the way Google has with its AdSense and DoubleClick
programs. Only then, Elliott argued, would Facebook tap into its social ad
canand mustdo much more to turn the data it has on users into effective ad
targeting," Elliott wrote in blog post Jan. 31
. "And it
must build or buy much better tools for building, managing and measuring
certainly done more to promote branded Pages with this announcement. The Pages
redesign is geared to provide a superior ad canvas, complete with a cover photo
and tools to manage the content.
proprietors can also pin a post to keep a story at the top of a Page for up to
seven days. When users navigate to a Page, they may see their friends' recent
posts spotlighted as friend activity and see how many of their friends are
connected to a Page.
As with the
Timeline, there is an activity log where Pages administrators can hide or
delete posts, providing a measure of control for the brand on Facebook. The
Admin panel, meanwhile, will let Page administrators track user engagement and
connect with fans via messages.
will be automatically upgraded to the new Timeline-style interface by March 30.
However, Page owners may also turn on their preview for the new Pages design by
clicking on the green button at the top of
meanwhile are distributed through the News Feed or promoted as Sponsored
Stories. People can redeem any Offers via email or on a mobile device.
This isn't the
first time Facebook has tried its hand at the social commerce game. The company
last year offered Facebook Deals as a half-hearted attempt to compete with
local deals purveyors Groupon and LivingSocial.
aggregated daily discounts of 50 percent or more from local merchants, as well
as from providers such as aDealio, Gilt City and OpenTable. Facebook abandoned the experiment last August after it
failed to bear significant fruit.