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As anticipated, Facebook Timeline for Pages was announced Wednesday. The buzz is deafening. Us social media types don’t lack opinions or channels to share them. Among my network, the chatter is mostly positive, obsessed with aesthetics of the interface, new navigation patterns and the placement of things like Apps, Photos and the like. But this, my “friends,” is not the real story here.

If you read between the lines, you’ll discover that the entire Facebook platform is organized around the generation and amplification of stories.

So don’t obsess about your new Timeline cover photo or how a user’s eyeball will scan your new page layout. Rather, spend that time to become the storyteller your brand deserves, because every brand has a story.

This shift is best summed up by Glenn Prickett, the chief external affairs officer for The Nature Conservancy: “We spent the 20th century protecting nature from people, and we will spend the 21st century protecting nature for people.”