Although the new format has received some flak from users, the Timeline feature may be more advantageous for business oriented profiles.
Oversized graphics and a pin board style layout, likening Facebook to newer social media sites such as Pinterest, can provide easier advertising opportunities for businesses. According to visual statistics from EyeTrackShop, the profile's cover photo is the first thing viewers notice.
Its [cover photo] goal is to symbolize what an organization is all about, Facebook's Product Director of Ads Gokul Rajaram said to TechCrunch. For a restaurant it could be a popular menu item, a band could display album cover art, and a business could show a picture of their customers using their product,
Personal information also gets more viewership, which means that readers pay more attention to the brand's details and employer information.
But the new scrapbook style layout may not work to the benefit of individual users. Privacy issues have been a concern since the format was introduced, with users arguing that the website exposes too much of their history.
Timeline offers extended features that weren't available on Facebook's previous format. A Life Events tab allows users to mark significant benchmarks in one's life, and a large scrollable map is displayed on one's profile, pinpointing any tagged check-in.
Has your Facebook profile updated to Timeline format? Your privacy settings may have been trashed, one user posted on Twitter.
Dear @facebook...the new timeline for pages SUCKS. I'm trying to keep up with regular discussion on status updates and it's lost in crap, wrote another user, referring to the pin board style layout.
Screenshot of Coca Cola's brand page on Timeline