Yesterday’s Facebook Marketing Conference generated lots o’ news — a new Reach Generator and more data (real-time analytics are also coming), for example. AllFacebook has gathered up some reaction from the tech industry.

But clearly the item making the most waves among PR pros is Facebook Timeline for Brands. Our guest columnist for this week, Brandware Public Relations social media and digital manager Jared Degnan, offered up four reasons why marketers would love it. Now that Timeline has been made official, AllFacebook also offers seven things you need to know, and Mashable looks specifically at six things that will be critical for marketers, with their complete overview here.

Publicists, brands, and other communicators using Timeline will have to decide on the brand message they want to put front-and-center for Facebook fans and which images best convey that message. Moreover, the commitment to engaging on Facebook now requires more work and more interaction.

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With the Facebook Marketing Conference set to take place tomorrow, speculation about what will be discussed is feverish. Many think that Facebook Timeline for Businesses will be on the agenda. (An outline of what to expect is available on AllFacebook.)

Facebook Timeline offers brands a new set of opportunities that they and their PR firms should be eager to take advantage of. In today’s guest post, Jared Degnan, social media and digital manager of Brandware Public Relations, outlines how the Timeline feature can be used for maximum benefit to brands.

Click through to read on.

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Porsche Cars North America (PCNA) has selected Brandware Public Relations as AOR. PCNA is the exclusive importer of Porche cars for the U.S. The work will include both internal and external communications such as media and community relations, events, and social media outreach. The contract extends multiple years.

Brandware has previously worked with PCNA on Porsche’s 60th anniversary campaign in 2010 and other social media projects.