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On February 29, 2012 Facebook announced the upgrade that brands had been eagerly waiting for: Timeline. As with all major Facebook launches, marketers had big expectations. Facebook promised that ...

On February 29, 2012 Facebook announced the upgrade that brands had been eagerly waiting for: Timeline. As with all major Facebook launches, marketers had big expectations. Facebook promised that Timeline would help “showcase brand’s unique stories and identities” and improve how consumers interact and engage with their favorite brands.

This study aims to measure the real impact of this change by analyzing the Facebook Fan Pages of 15 early adopters from a variety of industries.