By Mikal E. Belicove|For Entrepreneur.com|August 6, 2012

Q: How can a customized Facebook Timeline app help my business?

A: This question usually pops up after a business realizes that its catchall Facebook page is great for building excitement about the brand but has limits when it comes to specific promotions or tracking interest in ancillary products such as a new line. A Facebook Timeline app allows a business to create strategic one-off pages, then track market intelligence, referral traffic, customer engagement and conversion for that page. The app also enables companies to run promotions on a campaign basis (short-term) or an evergreen basis (ongoing).

Roland Smart–vice president of marketing for Involver, a Preferred Marketing Developer (PMD) technology provider that has consulted with Facebook’s own marketing team–gave us his Timeline tips.

Go long. Think long-term when it comes to back-end technology, Smart says: “We advise our customers to consider how to make their campaign-based applications more evergreen.”

For example, Facebook and USA Today built a custom application that allowed users to watch and rate Super Bowl commercials. After the big game, USA Today could…

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