Timeline a feature first launched in October 2011 with an opt in strategy, is soon to become compulsory.
At the same time as Timeline, facebook launched a new set of metrics that are designed to create a relevancy rating for a topic, for brands this means that your fan page can now be measured in terms of popularity via the ‘People Talking About’ metric.
Mashable reported that “the idea is that users will understand a Page with a high ‘People talking About’ rating is one that has compelling content’”
The people talking about metric will not include any sentiment analysis, but as you are probably already aware, sentiment analysis is so subjective as to be almost utterly useless.
The Timeline will mean that rather than likes getting lost down stream, as more recent posts are displayed, all activity for your page will be easily found.
This of course means positive as well as negative comment on your brand, so it ups the ante some what in terms of managing customer satisfaction, and means that meaningful dialogue between brands and consumers will inevitably create a higher talking about metric, and deliver better customer satisfaction.
Utimately companies and brands that engage with their customers will get more from Timeline than those that stick to ignoring feedback, and do not engage with their customer base.
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