The introduction of Facebook's “Timeline” feature is forcing PR professionals and social media marketers to rethink their approach to communicating with consumers through the 750-million-member social network.
Brands that use Facebook strictly to broadcast messages to consumers will have to change their tactics, says Leyl Black, managing director of Spark PR.
“The new timeline has almost guaranteed this will be a losing strategy,” she says. “I would expect to see more marketers creating branded apps and games that people will want ...