Why Timeline engagement 'studies' should be ignored

In the lead-up to today’s mandatory switch to Timeline for pages, a number of companies released so-called studies about how the new design affects fan engagement rate. However, these reports — and many news outlets that covered them — completely misinterpret cause and effect.

Timeline is primarily a design change and is unlikely to be directly responsible for any differences in fan engagement because most interaction occurs on posts within News Feed, not on pages themselves.

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