For marketers, Facebook's Timeline must be a state of mind

03/20/2012 | Advertising Age (tiered subscription model)

Facebook's introduction of the Timeline for brands could have far-reaching implications, Hearsay Social CEO Clara Shih writes. Marketers will have to abandon their static tab-based way of doing business, and embrace a Timeline-focused approach "based on continually fresh, engaging, and authentic content," Shih writes. "[T]his sea change in social marketing is actually an opportunity of a lifetime to transform our brands with authentic conversations and customer relationships at scale," she writes.

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