What story should you tell in Facebook Timeline?

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Target audience: Nonprofits, foundations, NGOs, social enterprises, cause organizations, brands, businesses, Web publishers — anyone with a Facebook Page.

Editor’s note: Facebook is switching over all nonprofit and business pages to the new Timeline format on Friday, March 30. Because so many organizations haven’t yet made the move, or are still figuring out the best approach, we’re devoting this week to help you get ready to make the transition smartly. Contact Socialbrite if you need help.

In this series:
• Monday: 7 tips & cheat sheets to help you implement the new Timeline
• Tuesday: How to shape your nonprofit’s message in Timeline
• Wednesday: Tips on maximizing the new Timeline

Pinterest Boards and Facebook Page Timelines have given you powerful new ways to tell stories through images.

And while Pinterest has always been about images, the new Facebook Timelines have features that are nudging you to tell a more visual story.

How Facebook is changing how you tell your story

First of all, you can use cover images to create that first brand impression. Covers can (and should) be rotated so that you can tell your story in ways that are fresh and dynamic – like you!

Highlighting allows you to create full-width updates on your page, which helps visitors avoid eyeball headaches when scrolling down your Timeline (here’s a tutorial on cleaning up your Timeline).

Milestones allow you to tell a story with a beginning, middle and now. Milestones represent the major achievements, turning points, setbacks and victories.

What story should you tell?

Your story is always being told, regardless of whether or not you decide to be the writer and director.

If you think Facebook Timelines are only about highlighting and pinning pics, you are missing the point.

Choose a story that matters!

Bigger than you – Stories that matter are always bigger than you and your organization. It’s in the eyes of your people. It’s a story like the one GLAAD is telling with their Timeline.
Include your supporters – Stories that matter make up the chapters that your people have written. Take a look at how Livestrong does this.
Stay positive – Stories that matter empower and encourage people. When things seem darkest, that’s when you can brighten your own way by lighting another person’s candle!

Talk to your co-workers and constituents – face to face. Uncover the human stories that matter. Especially the ones that feel too risky or scary to tell.