Mark Zuckerberg tagged the NASDAQ MarketSite today with Facebook’s brand promise: to a more open and connected world. Built on this idea, the pre-IPO company and brand have certainly lived up to it—but what happens when the world all of a sudden has its digital trading finger on whether or not you deliver?

What’s even more interesting than FB’s closing price today is how the world will react when holding Facebook to its word. This move is so much bigger than a responsibility to the social network's investors; it fundamentally puts onus on Facebook users to remain loyal and active.

Not all of us will own stock, but all of us will have a say in whether we believe in Facebook’s value. We are the users, so we are the data. And for better or worse, that’s what pays.

The world’s strongest companies, public and private, understand this power every day. They use their brand to drive business and behavior, to influence their people, service, pipeline and of course, customers. They craft strong messages to build awareness of what they stand for and to drive loyalty for a job well done. They know that what they promise, they must deliver. This is glaringly true for Facebook today. There’s no doubt the site will continue to help us connect, but how open—and valuable—its information will be stands to be seen.

Will FB deliver? We think yes—but only Timelines will tell.