Many people groan when Facebook and other social media services change their interfaces, but many of these updates can help companies. This is true for businesses that haven't yet been able to get a handle on their social media activities yet.
The introduction of the Facebook timeline in late 2011 made waves when it was announced, but it was unclear what effect the new layout would have. Research by Wildfire demonstrated the possibility for improved social engagement and potential lead generation with the Facebook timeline, according to ClickZ.
This is especially true for businesses with fewer than one million online followers on the social network. Companies in that category received 67 percent more mentions in posts and statuses and benefited from 60 percent more likes. Perhaps more importantly, they received 40 percent more comments per Facebook post.
Such increases demonstrate businesses shouldn't shy away from the Facebook timeline. Instead, they should embrace its use and take heart in the fact that increased social media exposure can open the door to additional lead generation possibilities.