Who doesn't like scrapbooks? Facebook's latest creation is called timeline and it's poised to turn social media on its head by completely revamping the Facebook profile and seeking to tell your life story in one place.
On Wednesday, Facebook tinkered with the most popular social network in the world, to the usual grumbles, mumbles and outrage.
On Thursday, Facebook revamped the heart of its product – the profile page.
What will 750 million users have to say now?
During its fourth annual F8 Developer's Conference in San Francisco, Facebook CEO Mark Zuckerberg wowed the crowd and gave a taste of changes that seek to turn the social media world on its head.
The star of the show was "Timeline," a fundamental re-imagining of what the personal Facebook profile can be.
Timeline acts as a virtual scrapbook of your life, sorting and sifting through updates, photos, videos, activity, among other things, to create a representation of the individual and what the seminal moments in his or her life are. Scrolling backward, therefore, is seemingly endless and goes all the way to back to the person's date of birth.
"We wanted to make timeline a place that you could feel proud to call your home," Zuckerberg said.
Facebook's other significant announcement at F8 revolved around its new "Open Graph" platform for a new class of applications, or "apps."
Spotify and Netflix were featured, too, with their CEO's addressing the crowd about how their products will be integrated with Facebook's new redesign. Nike + was mentioned as well, for people who run often, and cooking apps were also showcased.
The reasons were pretty clear.
Music, movies, running and cooking. These are activities people enjoy and do often – and they were featured to show how Facebook friends will be able to better share what they're doing with each other. These apps will also be integrated into a person's timeline.
Facebook's changes come at an interesting time for social networks.
Twitter continues to grow and has, at times, created more buzz than Facebook. But Facebook continues to dwarf Twitter when it comes to number of users and engagement.
Google launched its new social network, Google+, in June, to rave reviews from technology professionals and social media lovers, many of whom believe it provides an interesting approach to privacy and sharing.
But one of the knocks on Google+ has been that it is a "ghost town."
Many wondered if Facebook would respond by co-opting some of Google's features, remaining silent, or going in a different direction entirely.
Facebook answered those questions in monumental fashion on Thursday, deciding that social media should be about more than showing aspects of the individual – it should be about telling your life story.
What will users have to say? No one knows for sure.
But it will probably show up on their timeline.