Facebook has launched Timeline to much acclaim following reports of its appearance in New Zealand and other parts of the world earlier this month.

The new development promises to offer significant new opportunities for brands to better tell their story and demonstrate their ongoing conversation with fans. There are two areas, though, that brands should watch to make sure their outreach is seamless: mobile and what is happening on other Timelines.

Mobile Reach

Facebook also announced that Timeline is being launched for Android 1.8.1 and  and those accessing m.facebook.com from touch-enabled mobile devices. As Facebook pushes ever deeper into the mobile space,  it is essential that brands keep their sites optimized for this platform as well–and that includes taking into account Timeline.

Elsewhere on Facebook

In addition, with Timeline now live page administrators will need to be even more hyper sensitive to what content shows up in new-third party apps—especially as users linger more and more on Facebook.  According to data from The Nielsen Company, the average Facebook user spent five hours, 18 minutes and 40 seconds on the site.

At bottom, what will work in brands' favor will also work against them with Timeline, Overdrive Interactive said.  With Timeline, "businesses will be able to tell their complete story, from the beginning, to highlights they have had, to what they are doing right now." It also will highlight negative events as well, the site warned.