Facebook has finally rolled out its Timeline profile format for brand pages. This addition means that companies can take advantage of a wide-screen format and pin posts to appear in the Timeline’s top-left area for seven days.

The wide-screen post can feature photos and text to detail specific points in a brand’s history. Beth McCabe, vp and director of social marketing and technology at Digitas, believes that “brands that post a lot of engaging content are really going to win here.”

Timeline can be a double-edged sword, however, showing all of a Page’s historical activity both positive and negative. “God knows nobody wants bad times being rehashed again,” said McCabe. “There are absolutely some cases where brands have embarrassing moments or crises in community management.”

A new friend activity feature will automatically share any friend interactions with a brand page and the new brand pages also feature an admin panel for page managers to view notifications and page analytics, respond to messages and edit page content. Companies can now see a demographic breakdown of visitors’ age ranges, the most popular week for the brands and the cities driving the most visitor traffic.

Facebook will automatically update pages to the new format on March 30, but companies can push the update today, as Walmart, Dove, Red Bull and Lexus already have.

Source: AdWeek