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More than a pretty new layout, here are the ways Timeline is helping everyone from Coldplay to Sierra Club and The New York Times to Doctors Without Borders rethink their public personas. Facebook rolled out its Timeline format for brands this week. It's still early, but we've already seen how the new format opens up fresh opportunities for businesses.

NORDEN, Calif. - On a frosty evening in the Sierra Nevada, smoke curling from the chimney of the Clair Tappaan Lodge is a welcome sight to chilly snowshoers and cross-country skiers