Why can't I use Facebook Timeline
The profile page of a Facebook account is known as the “timeline”. The user can post status updates as well as relevant information about his vita or important milestones in his life from birth as text, picture or video. Depending on the settings of his profile, the information on the Facebook timeline can be read by other users. The timeline replaced the old Facebook chronicle in 2012. Companies can also use the timeline function on their Facebook page. Despite the introduction of the timeline, the term Facebook Chronicle is still often used today.
Background and development
With the introduction of the timeline in spring 2012, Facebook expanded the functionality of the user account on the one hand and encouraged its users to disclose even more information about themselves and to personalize their account more on the other. With the help of the chronicle, users can, for example, include a large header graphic, called a cover image on Facebook, in addition to the profile picture. In a separate information field, information on "likes" can be stored and displayed, as well as the social apps used.
One of the goals of the chronicle or timeline is to display a virtual and multimedia résumé of the user that extends from birth to the present. Here is the example of the company's founder, Mark Zuckerberg.
The additional user information in the timeline enables Facebook to offer advertisers even more efficient targeting. For example, anyone who says “soccer” in their “likes” can be identified as a potential recipient of advertising messages in the field of soccer clothing. Thus, the innovation of the "Chronicle" can also be understood as a redesign in the sense of an even better monetization of the social network. After the IPO in 2012, this was certainly a necessary step to reassure investors who are betting on high dividends from Facebook's advertising income.
Advantages in practice
As before, the privacy settings can be used after the introduction of the Facebook Timeline. The user can therefore precisely define which content is visible to which groups of people. This decision does not necessarily have to be made globally, but a user can think about each post who he wants to reach with it and can choose which group of people the post is intended for. Before doing this, users can define lists such as "private", "close friends", "family" etc. A new feature is that older posts can be deleted or their publication dates can be modified. In addition, a location can be specified when posting, which is then transferred to the timeline.
There are always some innovations on the part of Facebook that users should know about. If you want to prepare your profile for the view of critical HR professionals, you should refrain, for example, from entering private photos and life events. Or he configures the reach for each post in order to limit the visibility of the posts for certain groups of people.
For example, old posts in the new timeline can also be deleted. It is therefore advisable to check the privacy settings to see whether old posts are visible to everyone. If so, the visibility can be restricted with just a few clicks. For companies and companies that have a Facebook profile, it is anyway important to select and present the information in such a way that it is effective for the public and does not cause negative PR, which could result in a shit storm, for example.
Filter bubble 
Since mostly posts from liked pages and similar groups are displayed in the Facebook timeline of the users, a so-called filter bubble can be used  arise. The effects of this phenomenon have already been demonstrated in several experiments. For example, if a user predominantly follows pages in a political direction or likes corresponding posts, the Facebook algorithms will mostly provide them with similar postings in the timeline. As a result, the user no longer receives objectively available information, but actually remains in his “filter bubble”.
Importance for marketing
Careful maintenance of the public Facebook timeline can be particularly important when it comes to reputation management. This can be used to control the external view of a person very precisely. However, every user should be aware of which personal data they want to share with the public. For politicians or entrepreneurs, the Facebook timeline certainly also offers the possibility of separating postings for business partners from postings for employees or friends. However, this requires a high degree of foresight and overview. Because a comment intended only for friends can quickly cause confusion or displeasure among business customers.
One shouldn't expect a direct effect for SEO measures from a Facebook account. Nevertheless, it could be beneficial to strengthen the website reputation as well as the reputation and reach of the brand and the company if the account and timeline on Facebook are kept up to date. If you have a lot of followers on Facebook, you can also activate them for marketing campaigns or recommendations, which in turn can generate more traffic on your own websites.
In order to appear in the timelines of followers with their own posts, these must be relevant and ensure interactions, i.e. likes and shares. Without this interaction, posts on your own Facebook company page have little chance of reaching coverage. However, this can be artificially increased with paid Facebook posts.
Importance for SEO
The chronicle has an impact on search engine optimization in particular if a company operates a Facebook page. The current developments in the field of SEO indicate the increased relevance of social signals for search engines. It is therefore important to evaluate details correctly: The choice of the name for the profile should already correspond to the name of the company.
A “Vanity URL” can be selected once for both private profiles and fan pages. With this, the Facebook page now has an easy-to-remember and meaningful domain name. The info area should be filled with substantial text to tell users what the core competence is and at the same time to place keywords. At this point there should also be links to the websites that are relevant to the company - for example the homepage, the blog or other profiles in other social networks such as Google+ or Twitter. The configuration of the info boxes is also recommended. This is because events or competitions can be displayed directly on the timeline.
Since search engines can read out the first lines of Facebook posts, it is advisable to place suitable keywords in moderation here as well. It's about social interaction, but some keywords that concisely describe a topic are certainly useful from an SEO and user perspective. Articles and websites that are not directly related to the company can also be posted. However, it is important to ensure that the source is reputable. Last but not least, correct information on the imprint is of legal interest for companies, as Facebook pages are subject to the Telemedia Act and are legally treated like websites.
Primarily, Facebook timelines should not be used for building links, but for reputation management and increasing brand and company reach.
- ↑ filter bubble? It's your own fault! sueddeutsche.de Retrieved on September 26, 2017
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