Agence France-Presse
1:17 pm | Friday, September 30th, 2011
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| Mark Zuckerberg. AP file photo |
WASHINGTON – Facebook on Friday begins rolling out its biggest ever
shake-up, in a move observers say will not only profoundly alter how its
800 million users interact with the site, but will keep them coming
back for decades to come.
The new “Timeline,” revealed last week by chief executive Mark
Zuckerberg will
also likely shock some users, notorious for backlashes in recent years
over even small adjustments to the site, let alone a complete re-think
of how their lives are presented to the world.
The changes amount to the “heart of your
Facebook experience, completely rethought from the ground up,” Zuckerberg told an
annual developers conference.
Rick Marini, CEO of the Facebook-focused “career network” BranchOut,
which itself boasts millions of users, marveled this week in a
conference call with marketers and reporters how the site had managed to
build an enduring model.
“If your Timeline becomes an important part of your life — the diary
of your life — Facebook may have just locked people in for the next 20
years,” Marini said Wednesday.
If Facebook is “where all of this happens, all your pictures, all
your video, everything you’ve ever done,” he added: “you’re never going
to leave.”
Zuckerberg said his team’s main aim was “to design a place that feels
like your home,” prompting Forrester analyst Sean Corcoran to note that
Facebook was “positioning itself as not just your social graph online,
but your life online.”
Pete Cashmore, founder of influential tech blog Mashable, this week
anticipated the expected response from users in an article for CNN.com under the blunt headline, “You’ll freak when you see the new Facebook.”
The move, Cashmore said, would be likely jarring at first for millions of people who visit the site every day.
But when they see their lives laid out before them in a neat, single
page, they will realize Facebook has “unleashed something so remarkable
that you didn’t even recognize it at first: A meaningful social
network,” he wrote.
Observers saw a clear challenge to ubiquitous search giant Google, as
27-year-old Zuckerberg explained that the site he launched from his
Harvard dormitory room in 2004 sought to be a central hub for the
Internet.
The overhauled “Timeline” profile pages, as users will see as it
opens up to the world Friday, with access further expanded in coming
weeks, shows that
the social network behemoth has saved everything that’s ever been uploaded.
Mapping people’s lives — through photos, videos,
status updates,
comments, and even “likes” of specific content — the new Facebook
catalogues it all, literally from the beginning: scrolling to the
bottom, every user’s Timeline kicks off with an entry for their birth.
“Timeline is the story of your life,” the young CEO announced last week with a barely contained sense of glee.
Yet apart from a relatively small number of industry geeks who
followed the Zuckerberg announcement last week, the vast majority of 800
million users have little idea of the extent of the changes afoot the
next time they log on.
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