1. Facebook wants to prioritize its ADS and user experience.Amongst the beautiful covers and pinned posts, there's one disadvantage of the new Facebook Timeline for Pages redesign. Pages can no longer display one of their custom applications as their default-landing tab that non-fans first see when they visit. This powerful marketing feature let Pages set up a welcome app that teased special content like contests or coupons, but required users to "Like" the Page for access. Without default landing tabs, non-fans have to actively click through the little app tiles overshadowed by a Page's cover. Many won't, and it will cost marketers Likes as well as email signups, contest entries, and other key performance indicators. The change is a noble one that prioritizes the user experience and the site's long-term health. I've just learned from a source that default landing tabs only drive 10% of the total Page app traffic. 90% comes from published links and ads, which still function the same without the default landing tab capability. In the end, this is good for the user experience, it could only cause a maximum of a 10% drop in Page app traffic, and much of the way Pages use apps stays the same. Those most effected will be small Pages who rely on random inbound traffic, may have been duping unwitting users, and that are unable to pay for ads.
2. Facebook working hard to replace company websites.While businesses, organizations, and public figures should be excited about Timeline, their relationship with users will go largely unchanged. That's because most interaction with them happens on the news feed, not Pages. The redesign does give marketers a more compelling place to link to where visitors will see more branding and less Facebook site chrome. By reducing the prominence of apps on Timeline, Facebook may have sacrificed the quantifiable benefits of Pages to increase their beauty. Still, the stunning visual design will further Facebook's goal of replacing the company website as the center of a brand's marketing efforts.
3. Page Messaging / Customer Service back-upBy default, Page Timelines allow users to send direct, private messages to your Page. This creates a new customer service channel where you can address users' concerns without having to discuss issues publicly on your Page's wall / Timeline. Pages cannot proactively send messages, you can only respond to users that have already contacted you. Since asynchronous customer service through messages is much cheaper than fielding live voice calls, Page messages could create additional ROI if you convince users to message instead of calling. If you find users complaining publicly on your wall, kindly ask them to message you instead and say you'll resolve their problems there. You'll need to consistently monitor and respond to messages though, or you'll risk being perceived as ignoring your fans.
4. Pinning / Highlighting important posts.You can select to pin one of your best new or old posts to the top left spot of the Timeline feed for seven days at a time. Pinning can be used to direct users to an important promotional app, show off a special photo, or display a timely status update. The feature gives you significant control what visitors to a Page see first. Be sure to at least keep a link to your website pinned at all times, and rotate it with links to your apps and whatever else you want to drive the most traffic to or impressions of.
5. Modernized Activity Log.Here you can see every post your Page has ever published, as well as all those by users mentioning them. You can highlight posts to expand them to the full width of your Page, allow them to appear if Facebook deems them relevant, or hide them from view. Posts written directly on your Page's Timeline may also be deleted. Activity Log makes it easy for you to curate your Timeline and make sure you're putting your best foot forward.
The new timeline is one of Facebook's ways of maintaining the original plan of Facebook (Great user experience), replacing company websites as the centre of a brand's marketing efforts, making customer services available on the platform, ensuring increased ROI. Also via the "Page messaging ability", users can now directly message the page making the timeline clean of complaints etc. Relevant Posts could be pinned to the top (The spot that houses recent updates) for a long period of time to ensure the message reaches the widest audience and finally, Landing pages marketing strategy has been killed off meaning social media firms and managers would have to produce relevant contents to promote their pages.