The underlying assumptions about social media seem to change daily. Not merely the technology but the concepts which define its implementation. The Facebook Timeline is one which, even now, is still the basis for excellent discussion. I suggest that you read the linked article in Fortune from Ryan Holmes (Holmes is the CEO of HootSuite, a social media management system with four million users, including 79 of the Fortune 100 companies. In the trenches everyday with Facebook, Twitter and the world's largest social networks, Holmes has a unique view on the intersection of social media and big business).
The article talks to core questions and assumptions regarding marketing via social media. At its core, it talks to the relatively new concept of interactive reach. Let me know what your think.
Mark Zuckerberg is famous for keeping Facebook (FB) in a state of permanent beta. And while each new wave of features is bound to baffle some users and delight others, for businesses even minor updates can have a major impact on the bottom line.
Take the rollout of Timeline for Facebook Pages, which are used primarily by brands to engage with consumers. On the surface, the changes hardly sounds earth-shattering. In a nutshell, as of March 30, Facebook officially canned the old Pages format, which allowed businesses to set one "tab" as a static landing page — a kind of flashy storefront to lure in consumers. From there, users could click on different tabs to explore photos, videos, promos or any other custom content.
The Timeline redesign changed all of that.