Facebook Users Express Strong “Dislike” of New Timeline Format

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Attensity Analysis of Over 138,000 Social Media Comments Reveals
Overwhelmingly Negative Consumer Backlash

PALO ALTO, California, May 16, 2012 – Attensity, the leading provider of
social analytics and engagement applications for Social CRM, today announced
the results of its analysis of public reaction in social media to the new
Facebook Timeline format for profile pages. Using Attensity Analyze
(http://www.responsetrack.net/lnk/attensity/1hl14/?18Q5B006JDC), the
company’s social analytics application, Attensity processed 138,572 public
comments posted on Facebook, Twitter and blogs over a six-week period. The
results, showing an overwhelming 93 percent of comments contain negative
sentiment toward Timeline, are published on the Attensity blog at
“http://www.responsetrack.net/lnk/attensity/1hl15/?18Q5B006JDC.

“We were rather shocked at the degree of frustration expressed by Facebook
users toward the new Timeline format,” said Rebecca MacDonald, vice
president of marketing at Attensity. “We knew from anecdotal evidence that
many users -both individuals and businesses- were unhappy with it, but the
results generated by Attensity Analyze show a degree of negative sentiment
we hadn’t anticipated, given that Facebook is still in the process of
rolling out Timeline to individual users.”

Attensity’s data reveals a strong customer “churn” potential away from
Facebook. The most frequently-appearing phrases in the messages are: “Delete
FB Account”; “Hate New Timeline”; “Timeline Forced Changes”; “Switch to
Other Social Network”; and “Will Delete FB.” During the research timeframe,
which included the March 30 deadline for businesses to convert their profile
pages to Timeline, many users indicated their intention to try competing
social network Google+.

Attensity used its Facebook Analytics Module available with Attensity
Analyze, the next generation in voice of the customer analytics and
engagement applications. The module enables business users to analyze
publicly viewable Facebook comments, posts and surveys to extract deep
business insights.

View the full chart analysis on the Attensity blog, along with other
examples from Attensity of trend analysis in social media
(http://www.responsetrack.net/lnk/attensity/1hl16/?18Q5B006JDC). Attensity’s
new eBook titled “Social CRM Use Cases from the Field” is also available as
a free download:
http://www.responsetrack.net/lnk/attensity/1hl17/?18Q5B006JDC Attensity
Attensity’s social analytics and engagement solutions are the choice of the
world’s leading brands for Social CRM. Attensity is the only company that
gives business users the ability to analyze millions of real-time customer
conversations from any online, social media or internal source, and extract
the industry’s most accurate insights to drive business decisions. From its
headquarters in Palo Alto, Calif., Attensity is powering the Social CRM
strategies of companies such as AT&T, Charles Schwab, JetBlue Airways,
Lloyd’s Banking Group, Siemens, Starwood Hotels & Resorts, StubHub,
Travelocity and Whirlpool. Visit
http://www.responsetrack.net/lnk/attensity/1e8ia/?18Q5B006JDC and follow the
company at blog.attensity.com, on Twitter @Attensity, and on
facebook.com/Attensity.

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