Previously announced back in September, Facebook’s new Timeline layout has finally launched after a number of delays, according to an article published by Forbes.

Despite the launch, it has been expected that brands will have to wait a little longer yet before they can gain access to the feature – despite no official word from Facebook on the issue.

Timeline will replace Facebook’s current user profile system, replacing it with a redesigned scrapbook-style view of users’ posts, photos and any other activity conducted on Facebook.

The launch of Timeline is expected to provide social media marketing professionals with a number of challenges to adapt to and new opportunities to take advantage of.

Robert Hof, writing for Forbes, states that the profile redesign will provide brands with a wealth of useful data to be used in ad targeting.

Using Sony as an example, he suggests that the data provided by likes and apps will give them a much more precise idea of their target demographic for a new movie or album.

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