What I Got Right (and Didn't Get) About Facebook Timeline for Brands

Hooray! Facebook Timeline is finally here for brand pages and I can't be more excited. Five months ago, I wrote an article for Mashable about the implications of Facebook Timeline for brands and majority of the changes predicted were positive--such as the "cover" photo real estate, infinite scroll of wall and timeline storytelling aspect. Moment of truth, today Facebook revealed what brands can expect by allowing pages to preview in Timeline. All pages are expected to rollover to the timeline format after 3/30, so it's nice to see Facebook allow time for brands to understand and prepare for these timeline changes.

Now it's time to see what I predicted right (most of these are obvious based on personal timelines):

• Cover Photo
• Infinite Scroll/Timeline
• Access Apps through Icons beneath the Cover*

What I didn't see coming:

• Guidelines on Cover Photo - According to InsideFacebook.com, CTA, arrows, references to price or purchase or asking people to like or share is not allowed--which is understandable to avoid terrible ad-like cover photos; however, this is a huge bummer because the potential for brands to use that space creatively to feature a promotion is enormous 
• Pinning Posts (or the "Sticky" Posts) - ability to highlight a post at the very top of the timeline for seven days. This is Facebook's fix to not allowing CTAs or call outs in the cover photo
• Doing away with Like Gates and Default pages - Brands need to work harder to earn those likes!
• Private Messaging to Page Fans - Finally!

The next big push for brands is to build open graph Facebook apps that live within the timeline versus hidden in a square icon. This will increase visibility of the app on personal profiles but also force brands to increase the value and improve the experience of these apps to make it worthwhile for people to use.

*I don't think I actually wrote this in the Mashable article but this is where I expected "tabs" and apps to move to