Title: |
Beyond and below racial homophily: ERG models of a friendship network documented on Facebook. |
Authors: |
Wimmer, Andreas, Department of Sociology, University of California, Los Angeles, Los Angeles, CA, US, awimmer@soc.ucla.edu |
Address: |
Wimmer, Andreas, Department of Sociology, University of California, Los Angeles 264 Haines Hall, Box 951551, Los Angeles, CA, US, 90095-1551, awimmer@soc.ucla.edu |
Source: |
American Journal of Sociology, Vol 116(2), Sep, 2010. pp. 583-642. |
Page Count: |
60 |
Publisher: |
US: Univ of Chicago Press. |
ISSN: |
0002-9602 (Print) |
Language: |
English |
Keywords: |
racial homophily; friendship; social networks; Facebook; group identity; group dynamics |
Abstract: |
A notable feature of U.S. social networks is their high degree of racial homogeneity, which is often attributed to racial homophily—the preference for associating with individuals of the same racial background. The authors unpack racial homogeneity using a theoretical framework that distinguishes between various tie formation mechanisms and their effects on the racial composition of networks, exponential random graph modeling that can disentangle these mechanisms empirically, and a rich new data set based on the Facebook pages of a cohort of college students. They first show that racial homogeneity results not only from racial homophily proper but also from homophily among coethnics of the same racial background and from balancing mechanisms such as the tendency to reciprocate friendships or to befriend the friends of friends, which both amplify the homogeneity effects of homophily. Then, they put the importance of racial homophily further into perspective by comparing its effects to those of other mechanisms of tie formation. Balancing, propinquity based on coresidence, and homophily regarding nonracial categories (e.g., students from “elite” backgrounds or those from particular states) all influence the tie formation process more than does racial homophily. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
All about me: Disclosure in online social networking profiles: The case of FACEBOOK. |
Nosko, Amanda, Department of Psychology, Wilfrid Laurier University, Waterloo, ON, Canada, amandanosko@rogers.com |
Nosko, Amanda, Department of Psychology, Wilfrid Laurier University 75 University Avenue, Waterloo, ON, Canada, N2L 3C5, amandanosko@rogers.com |
Computers in Human Behavior, Vol 26(3), May, 2010. pp. 406-418. |
13 |
Netherlands: Elsevier Science. |
0747-5632 (Print) |
English |
online social networks; self disclosure; Facebook; Internet; privacy; threat |
The present research examined disclosure in online social networking profiles (i.e., FACEBOOK™). Three studies were conducted. First, a scoring tool was developed in order to comprehensively assess the content of the personal profiles. Second, grouping categories (default/standard information, sensitive personal information, and potentially stigmatizing information) were developed to examine information pertinent to identity threat, personal and group threat. Third, a grouping strategy was developed to include all information present in FACEBOOK™, but to organize it in a meaningful way as a function of the content that was presented. Overall, approximately 25% of all possible information that could potentially be disclosed by users was disclosed. Presenting personal information such as gender and age was related to disclosure of other sensitive and highly personal information. Age and relationship status were important factors in determining disclosure. As age increased, the amount of personal information in profiles decreased. Those seeking a relationship were at greatest risk of threat, and disclosed the greatest amount of highly sensitive and potentially stigmatizing information. These implications of these findings with respect to social and legal threats, and potential means for identifying users placing themselves at greatest risk, are discussed. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
*Internet; *Self Disclosure; *Online Social Networks; Privacy; Threat |
Communication Systems (2700) |
Title: |
Face off: Implications of visual cues on initiating friendship on Facebook. |
Authors: |
Wang, Shaojung Sharon, Department of Communication, University at Buffalo, State University of New York, Buffalo, NY, US, shaowang@buffalo.edu |
Address: |
Wang, Shaojung Sharon, Department of Communication, University at Buffalo, State University of New York 359 Baldy Hall, Buffalo, NY, US, 14260-1020, sharonwang74@hotmail.com |
Source: |
Computers in Human Behavior, Vol 26(2), Mar, 2010. pp. 226-234. |
Page Count: |
9 |
Publisher: |
Netherlands: Elsevier Science. |
ISSN: |
0747-5632 (Print) |
Language: |
English |
Keywords: |
visual cues; virtual friendship initiation; Facebook; Internet; impression formation |
Abstract: |
This research investigates how moderating factors and theoretically relevant contextual variables affect impression formation and the willingness to initiate virtual friendship. An experiment examined both main and interaction effects for visual cues, profile owner’s gender, and evaluator’s gender; a 2 (stimulus gender: male and female) × 3 (visual conditions: attractive, unattractive, and no-photo) × 2 (evaluator’s gender: male and female) between subjects model analysis of variance (ANOVA) was employed. A three way interaction between gender and appearance was revealed. The results indicated that both male and female subjects were more willing to initiate friendships with opposite-sex profile owners with attractive photos. Subjects also displayed comparatively higher willingness to make friends with profile owners who did not include visual cues than with those who revealed an unattractive photo. The hyperpersonal model was supported and extended to address gender attributes. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
Facebook profiles reflect actual personality, not self-idealization. |
Back, Mitja D., Department of Psychology, Johannes Gutenberg-University of Mainz, Mainz, Germany, back@uni-mainz.de |
Psychological Science, Vol 21(3), Mar, 2010. pp. 372-374. |
3 |
US: Sage Publications. |
United Kingdom: Blackwell Publishing |
0956-7976 (Print) |
English |
online social networking sites; actual personality; self-idealization; observer accuracy; idealized virtual identity |
This study examined whether profiles in online social networking sites (OSNs) convey accurate impressions of profile owners. Participants were 236 OSN users from the most popular OSNs in the United States (Facebook, "N" = 133) and Germany (StudiVZ, SchuelerVZ; N = 103). In the U.S. sample, profile owners’ self-reports and reports from four well-acquainted friends were obtained using the Ten Item Personality Inventory (TIPI; Gosling, Rentfrow, & Swann, 2003). In the German sample, self-reports on the short form of the Big Five Inventory (BFI-10; Rammstedt & John, 2007) and the NEO Five-Factor Inventory (Costa & McCrae, 1992) were combined. Our results were consistent with the extended real-life hypothesis and contrary to the idealized virtual-identity hypothesis. Observer accuracy was found, but there was no evidence of self-idealization (see Table 1), and ideal-self ratings did not predict observer impressions above and beyond actual personality. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
Who's Posting Facebook Faux Pas? A Cross-Cultural Examination of Personality Differences. |
Karl, Katherine1 karlk@marshall.edu |
International Journal of Selection & Assessment; Jun2010, Vol. 18 Issue 2, p174-186, 13p, 3 Charts |
Article |
*PERSONALITY & culture |
UNITED States |
FACEBOOK Inc. |
This study examines culture and personality differences in student reports of the likelihood that they would post various types of information on their Facebook profiles. As predicted those high on conscientiousness, agreeableness, and emotional stability proved significantly less likely to report posting problematic content (e.g., substance abuse, sexual content) on their profile. Those who scored high on Compulsive Internet Use indicated a greater likelihood to post such profile information. Consistent with our expectations, our cross-cultural analysis revealed that US students were more inclined than German students to post problematic information to their Facebook site. Implications of these results and recommendations for future research are discussed. [ABSTRACT FROM AUTHOR] |
Copyright of International Journal of Selection & Assessment is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
~~~~~~~~
Nicole Marshall
Jun. 2--A man who is accused of sexually assaulting two young sisters after befriending them on Facebook was arrested Monday evening on three sex-crime charges.
At the time of his arrest, John David Swyden, 21, was out on bond in connection with a similar case involving the sexual assault of a young girl in Creek County, Tulsa Police Detective Marnie Waller said.
On Friday, Tulsa County prosecutors charged Swyden with lewd molestation, forcible sodomy and second-degree rape. The charges accuse him of sexually assaulting two sisters, ages 12 and 14.
Broken Arrow police arrested Swyden on Monday evening in Broken Arrow.
Police said this case shows the potential dangers when children and teens meet strangers on social networking sites.
"This case involves young girls meeting and communicating with someone on Facebook. As a result, they were seduced and enticed to meet with an individual, and the sexual assaults occurred," said Gary Stansill, who supervised the investigation and the Sex Crimes Unit before retiring from the Tulsa Police Department on Friday.
Stansill said when youths are "enticed across state lines, it often makes big news. But this occurred locally. This can happen right under your nose in your own town."
The investigation that led to the Tulsa County charges started after a man reported to police on May 3 that his two daughters had sexual contact with a man they met on the social networking site Facebook.
The father said he found the
12-year-old's Facebook page and saw she had been having a discussion with a man about a sexual encounter they had, said Waller, the lead detective on the case.
He confronted the girls and learned they had sneaked out of their house in the middle of the night on separate occasions to meet the man.
Waller said the police investigation revealed that the man was Swyden.
During interviews with the girls, the 12-year-old told police that she was forced to have oral sex with the man. The 14-year-old said she had not been forced to have sex with the man. However, she is too young by law to consent to sex.
The girls told police that the sexual encounters happened in Swyden's pickup, Waller said.
Waller then learned that prosecutors in Creek County had charged Swyden in November with two counts of first-degree rape, two counts of forcible sodomy and one count of distribution of obscene material in a similar case.
That case was investigated by the Sapulpa Police Department, but the investigator could not be reached for comment on Tuesday. Waller said the victim in the Sapulpa case was a 13-year-old girl who met Swyden on MySpace.
Stansill said social networking sites have many benefits, but parents need to talk with their children about the potential risks of making new friends online.
"Predators don't need to snatch someone out of a park anymore. They can meet and groom someone online in hopes of talking someone into meeting with them and engaging in sexual activities," Stansill said.
Youths might think communicating with a stranger on social networking sites is safe because the person they are talking to is a "friend of a friend," Stansill said.
He said parents should talk to their children about the dangers of face-to-face meetings with someone they know only through online contacts.
"We have had these sort of cases before, but the danger is that these are the sort of cases that often go unreported," Stansill said.
Nicole Marshall 581-8459
nicole.marshall@tulsaworld.com
PRESIDENT OBAMA USED IT TO GET ELECTED. DELL WILL RECRUIT NEW HIRES WITH IT. MICROSOFT'S NEW OPERATING SYSTEM BORROWS FROM IT. NO QUESTION, FACEBOOK HAS FRIENDS IN HIGH PLACES. CAN CEO MARK ZUCKERBERG MAKE THOSE CONNECTIONS PAY OFF?
FACEBOOK HELD NO APPEAL for Peter Lichtenstein. The New Paltz, N.Y., resident had checked out so-called social networking sites before, and he wasn't impressed. ("MySpace," he recalls, "was ridiculous.") A chiropractor and acupuncturist, Lichtenstein was already a member of a few professional web-based user groups. The last thing he needed was another message box to check. Then a buddy posted a link to photos from a trip to Thailand and India on his Facebook page and flatly refused to distribute them any other way. The friend's assumption: Duh-everyone's on Facebook.
And so Lichtenstein, 57, recently became an official member of the Facebook army, 175 million strong and, Facebook says, growing at the astounding rate of about five million new users a week, making it a rare bright spot in a dismal economy. If Facebook were a country, it would have a population nearly as large as Brazil's. It even edges out the U.S. television audience for Super Bowl XLIII, which drew a record-setting 152 million eyeballs.
But these days the folks fervently updating their Facebook pages aren't just tech-savvy kids: The college and post-college crowd the site originally aimed to serve (18- to 24-year-olds) now makes up less than a quarter of users. The newest members-the ones behind Facebook's accelerating growth rate-are more, ahem, mature types like Lichtenstein, who never thought they'd have the time or inclination to overshare on the web. It's just that Facebook has finally started to make their busy lives a little more productive-and a lot more fun.
Try logging in to quickly check a message, and you may find yourself scrolling through new baby photos from that guy who used to sit next to you in Mr. Peterson's English class. How did such a goofball end up with such a cute baby? And how'd he find you here anyhow? Soon you're checking the friends you have in common. This addictive quality keeps Facebook's typical user on the site for an average of 169 minutes a month, according to ComScore. Compare that with Google News, where the average reader spends 13 minutes a month checking up on the world, or the New York Times website, which holds on to readers for a mere ten minutes a month.
The "stickiness" of the site is a key part of 24-year-old CEO Mark Zuckerberg's original plan to build an online version of the relationships we have in real life. Offline we bump into friends and end up talking for hours. We flip through old photos with our family. We join clubs. Facebook lets us do all that in digital form. Yet we also present different faces to the different people in our lives: An "anything goes" page we share with pals might not be appropriate for office mates-or for the moms and grandmas who increasingly are joining the site. Basic privacy controls today allow users to share varying degrees of information with friends, but when I recently met with Zuckerberg in Palo Alto, he waxed philosophical about eventually giving a user the ability to have a different Facebook personality for each Facebook friendship, a sort of online version of the line from Walt Whitman's "Song of Myself": "I contain multitudes."
His ultimate goal is less poetic-and perhaps more ambitious: to turn Facebook into the planet's standardized communication (and marketing) platform, as ubiquitous and intuitive as the telephone but far more interactive, multidimensional-and indispensable. Your Facebook ID quite simply will be your gateway to the digital world, Zuckerberg predicts. "We think that if you can build one worldwide platform where you can just type in anyone's name, find the person you're looking for, and communicate with them," he told a German audience in January, "that's a really valuable system to be building."
Just how valuable is subject to great debate. Microsoft in 2007 invested $240 million for a 1.6% stake in the company, giving Facebook a valuation of about $15 billion. But according to a June 23, 2008, court proceeding, the company values itself at $3.7 billion. (With a 20% to 30% stake, Zuckerberg quite possibly is the world's youngest self-made billionaire, on paper at least.) A big part of the challenge in assigning a valuation to Facebook is that its financial results don't come anywhere near to matching its runaway success signing up members: The site pulled in estimated revenues of just $280 million last year, and sources close to the company say it didn't break even.
Indeed, sometimes it seems as if everyone but Facebook is capitalizing on the platform. The Democratic Party in Maine is using it to organize regular meetings. Accounting firm Ernst & Young relies on the site to recruit new hires, and Dell will soon do the same. Microsoft's new operating system has a slew of features lifted straight from Facebook's playbook.
Zuckerberg knows this is a make-or-break moment for the company he founded five years ago in his linoleum-floored Harvard dorm room. He must figure out how to continue to add new members and make Facebook vital to its mass audience without alienating the kids and early adopters who helped popularize the site. (Growth has leveled off at MySpace, the original mega--social networking site with 130 million members, and it may wind up as a playground for music lovers.) He'll have to fend off search giant Google, which has its own grand plan to profit from social networks. And he has to live up to his change-the-world bravado: The Net is riddled with examples of companies and services that promised to be the next great communications platform-AOL (owned by Fortune's parent) and Yahoo, to name two-but failed to do so.
To help Facebook figure out how to profit from its scale and popularity, Zuckerberg has brought in a chief operating officer, Sheryl Sandberg, who built Google's money-minting AdWords program. YouTube's former chief financial officer, Gideon Yu, runs the finance operation. And the board is packed with old-school cred (Washington Post publisher Don Graham and venture capitalist Jim Breyer) and tech smarts (PayPal co-founder Peter Thiel and Netscape founder Marc Andreessen). Zuckerberg, who favors jeans and T-shirts, has taken to wearing ties beneath his black North Face jacket because, as he tells his colleagues, "2009 is a serious year."
And not just for Facebook. Few ultra-young tech company founders manage to hold on to the CEO reins as long as Zuckerberg has. They either go on to become the stuff of legend (Bill Gates) or flame out fabulously. There are certainly those who wonder whether the wunderkind is in over his head, punting on profitability when every other company in Silicon Valley is under enormous pressure to make money. And what's a stiff, reticent guy who'd rather be writing code doing in the CEO's job in the first place? Sure, Zuckerberg's done pretty well so far, creating a site that has won a rabid following among mainstream web users. But a lot of those people were once passionate about their AOL accounts too. Zuckerberg has our attention. What's he going to do with it?
MARK ZUCKERBERG HAS ALWAYS LIKED to build things. I first spoke with him in the summer of 2005 when he was still crashing on a friend's couch in Menlo Park, Calif.? He was on his cellphone, pacing back and forth in the backyard as he explained his parents' reaction to his project: "The thing I made before Facebook almost got me kicked out of school," he said, referring to Facemash, a site that let people rate photos. He went before the school's administrative board to answer questions about how he gathered data. "When I started making Facebook, [my parents] were, like, don't make another site." Then all his Harvard classmates-as well as students from the rest of the Ivy League-joined, and he spent the remainder of his college money on servers. So much for school.
Even in our initial interview, Zuckerberg was clear that he wasn't simply creating another online tool for college kids to check each other out. He called Facebook a "social utility" and explained that one day everyone would be able to use it to locate people on the web-a truly global digital phone book. And he also knew that if the site were easy to use, a combination of peer pressure and the so-called network effect would, like, totally kick in. Since that summer afternoon Zuckerberg has passed legal drinking age, found an apartment, accepted more than $400 million in venture capital, and attended the World Economic Forum in Davos, Switzerland, several times. But Zuckerberg makes it clear to me that he's still intensely focused on connecting the entire world on Facebook-only now his vision goes well beyond the site as a digital phone book. It becomes the equivalent of the phone itself: It is the main tool people use to communicate for work and pleasure. It also becomes the central place where members organize parties, store pictures, find jobs, watch videos, and play games. Eventually they'll use their Facebook ID as an online passkey to gain access to websites and online forums that require personal identification. In other words, Facebook will be where people live their digital lives, without the creepy avatars.
To achieve that goal Zuckerberg has brought in plenty of seasoned veterans, like Google's Sandberg, but he's also surrounded himself with young enthusiasts who share his view that Facebook can change the way people live and work. Like the early employees at Google, most won't see 30 for a long time. Pass by a receptionist, a straw-haired woman with funky glasses, and you'll notice she's updating her Facebook profile. Stroll through the stretch of University Avenue in Palo Alto that houses the company's different offices (it is getting ready to consolidate operations in new digs in April) and you'll be able to differentiate the Facebook employees from the venture capitalists who toil in offices nearby: The Facebookers are the super-young brainiacs in ratty T-shirts and jeans.
At times it may seem hard to reconcile Zuckerberg's lofty aspirations for Facebook with the utterly commonplace content that users create on the site. Consider 25 Random Things, a new take on the chain letter that has grown so popular it was written up in the New York Times Style section. You list 25 supposedly random things about yourself and send the note on to 25 of your friends (who are supposed to do the same), but your randomness also ends up on display to any gawker who may be surfing your profile. The items range from the banal (No. 17: I never, ever, ever throw up. Like five times in my adult life) to the intimate (No. 2: I knew I was gay in the sixth grade but didn't tell anyone until I was 19). The feature is high profile-some 37,500 lists sprang up in just two weeks-but taken as a whole it just seems like a lot of user-generated babble.
Yet it is that very babble that makes Facebook so valuable to marketers. Imagine if an advertiser had the ability to eavesdrop on every phone conversation you've ever had. In a way, that's what all the wall posts, status updates, 25 Random Things, and picture tagging on Facebook amount to: a semipublic airing of stuff people are interested in doing, buying, and trying. Sure, you can send private messages using Facebook, and Zuckerberg eventually hopes to give you even more tools to tailor your profile so that the face you present to, say, your employer is very different from the way you look online to your college roommate. Just like in real life. But the running lists of online interactions on Facebook, known as "feeds," are what make Facebook different from other social networking sites-and they are precisely what make corporations salivate.
EVERY USER on Facebook has two feeds. There's a personal feed, which you'll find on your profile page along with your photo and list of interests. Every time you log a status update, comment, or video post, that interaction is captured and stored for your review; those changes also become fodder for a second news feed that runs on your home page, the first page you see when you log on to the site. That feed keeps tabs on all the interactions your friends are having (and alerts friends to updates you've made on your personal feed). If your brother RSVP'd to a dinner party, for example, you might be notified about it, even if you weren't invited to attend. And if you change your profile photo, it may let your brother know. Like Facebook itself, the feeds are subject to the network effect: The more data you share and interact with, the more robust your news feed becomes.
Zuckerberg calls the sum of those interactions the "stream," and it's his newest obsession. Unlike Google, which uses complex algorithms to serve up advertisements based on what you search for, Facebook lets you help "curate" your feeds. The information that pops up is partly a result of controls you establish in your privacy settings and feedback you provide to Facebook. But Facebook also can track your behavior, and if the site notices you're spending a lot of time on the fan page of a certain movie star, for example, it will send you more information about that celebrity.
Needless to say, marketers would love to tap into that information. "If there are 150 million people in a room, you should probably go to that room," says Narinder Singh, chief product officer for Appirio, which helps big companies like Dell and Starbucks find ways to connect with users over the site. "It's too attractive a set of people and too large a community for businesses to ignore."
Yet because businesses haven't yet effectively infiltrated Facebook, its users may be under the mistaken impression that they aren't under surveillance. "What I like is that it doesn't bombard you with advertisements, so it feels really personal," says Heather Rowley, a 35-year-old photographer in Berkeley. It seems inevitable that some members will feel betrayed or uneasy when ads based on casual chats with friends start to appear on their feeds.
Facebook already has had one brush with member backlash in 2007 when it introduced a feature called Beacon, which allowed members to see what websites their friends visited, and even showed purchases on e-commerce sites. Users protested vehemently-one even filed a lawsuit on privacy grounds-and Facebook apologized.
Now the company is trying a slightly different approach. A feature called Facebook Connect lets users log on to company websites using their Facebook logins. The system, which dovetails with Zuckerberg's vision of a Facebook account as a form of personal ID on the web (privacy settings and all), appeals to advertisers for a couple of reasons. When a user logs on to a third-party site using Facebook Connect, that activity may be reported on her friends' news feeds, which serves as a de facto endorsement. The tool also makes it easy for members to invite their friends to check out the advertiser's site. Starbucks, for example, uses Facebook Connect on its Pledge5 site, which asks people to donate five hours of time to volunteer work. If you sign in using a Facebook account, a new screen, a hybrid of Facebook and the Pledge5 home page, pops up with information on how to find local volunteer opportunities. A tab on the page asks you to "help spread the word." Click on it and your entire address book of Facebook friends pops up, enabling you to evangelize Pledge5 with just a few keystrokes.
So far most of the organizations using Facebook Connect are social enterprises, like Pledge5, or news outlets, like CNN, soliciting members for discussion groups. Who knows how Facebook users will react when a brokerage asks a member to spread the word about its services. Of course, members can ignore the exhortations to invite friends, the same way they might decline to forward their 25 Random Things.
He also insists that marketing on Facebook isn't obtrusive, and that users can control what kind of advertising they see: Each ad contains a small thumbs-up or thumbs-down button. If a user finds an ad irrelevant, repetitive, or offensive, she clicks thumbs-down, and Facebook records her dissatisfaction. Eventually the inappropriate ads will go away. And when ads are useful, many online users do click on them. Rowley, the California photographer who values Facebook's intimacy, says she recently clicked on a Virgin America ad for tickets to the East Coast when it popped up on her news feed. "I was going there, so it made sense," she says.
Still, the company couldn't have picked a worse time to start wooing marketers in earnest. Online advertising growth is expected to decelerate in 2009 from 17.5% last year to just 8.9%. And historically most of those ad dollars have flowed to portals and other online destinations, not experimental sites and social networks like Facebook. When Sheryl Sandberg arrived at Facebook, a substantial chunk of the company's revenues were still coming from a 2006 deal with Microsoft in which the software behemoth sold traditional banner ads on Facebook pages and the parties split the revenue. But attempts to sell traditional online ads on Facebook and other social-networking sites have failed miserably: Banner ads can sell for as little as 15 cents per 1,000 clicks (compared with, say, $8 per 1,000 clicks for an ad on a targeted news portal such as Yahoo Auto) because marketers know that members ignore them.
Sandberg acknowledges that Facebook has much more work to do to secure advertisers. "What we have to figure out is, How do we build a monetization machine which is in keeping with what users are doing on the site?" she says. "It's about execution, doing things faster and better, getting more users and more advertisers."
Facebook's march to 200 million users began in earnest in January 2008. That's when the site made translation tools available to international users. Today more than 70% of Facebook users are outside the U.S., and most of them read it in their native language. But anecdotal evidence suggests that American baby-boomers have discovered Facebook in a big way: Some, like Microsoft CEO Steve Ballmer, use the site to keep an eye on their kids' online activities. Others are using it as a networking tool in a bad economy. The fastest-growing demographic on the site? Women 55 and older, up 175% since September 2008. Cynics might say that if Granny is on Facebook, the site absolutely has jumped the shark. Quite the contrary: Having a broad swath of users is exactly what Zuckerberg wants. The arrival of an older, less web-centric crowd suggests that he has succeeded in making the site easy to use. And Facebook can't become a standardized platform if only cool kids use it. Besides, there doesn't currently seem to be another hot social-networking site that is drawing young users away from Facebook in large numbers.
But the Facebook juggernaut still could very easily go awry: Remember AOL's Instant Messenger? Teenagers lived on it and companies started using it in lieu of e-mail. But AOL never figured out a way to make money on it.
Facebook could meet a similar fate; indeed, it is a little worrisome that neither Zuckerberg nor Sandberg seems to feel any particular urgency about putting Facebook in the black. Zuckerberg prefers to leave the question of revenues to Sandberg, who punts: "I think what's really important is that we are able to fund our expansion, and we're very focused on that," she told me in mid-February. Investors seem pretty passive about it as well. Early board member Jim Breyer, who put in $1 million of his own money and $12.7 million from an Accel Partners fund, says that profits are "a secondary consideration in this stage of the growth." He wants to get a return on his investment, but he's not pushing anything now.
And then there's Microsoft, which is in the unusual position of being a Facebook owner, a partner, and, through its Windows Live social network, a competitor. Since taking a stake in Facebook, Microsoft has been working closely with the site to create links between Facebook and the Windows Live social network so that when members update their status message or upload photos on Facebook, that information appears on the Microsoft site too.
Facebook has influenced Microsoft in other ways. Its new operating system, OS 7, features a list of interactions, news, and information that happens to look a lot like Facebook's news feed. Could Microsoft end up buying Facebook outright? Both sides would have much to gain from the arrangement. Facebook investors could get their money out, and Microsoft, which has been searching for a way to deliver more of its software applications over the Internet, would own a viable online platform for selling a new generation of services. But Zuckerberg, like that other famous technology-loving Harvard dropout, seems determined to create a business empire that touches virtually every computer user in the world. Zuckerberg's not interested in selling to Microsoft; he wants to build the next Microsoft. And with 175 million "friends," he's off to a helluva start.
• FEEDBACK jhempel@fortunemail.com
• For more Fortune writers on tech go to money.cnn.com/magazines/fortune/tech.
Take a tour of writer Jessi Hempel's personal profile.
You can make jokes, ask questions, and broadcast random information in your status.
You decide what to share in your profile photo and personal information box.
You can sort your personal news feed to see different types of information.
You can post and talk with friends about content from other websites.
Thumbs-up and thumbs-down symbols let you vote to help Facebook determine what ads to show you.
Your friends box displays a rotating cast of your close friends and professional contacts.
37,500 people made and forwarded this chain letter on steroids to their friends over two weeks in the beginning of February.
FAN n. A devotee of a product, organization, service, or person who shows that ardor by adding a page dedicated to this group to his or her Facebook profile. Andy just became a fan of Gossip Girl.
FRIEND v. To request that a Facebook user add you to her list of friends, allowing you access to each other's profile. I can't believe my ex tried to friend me on Facebook.
NEWS FEED n. A constantly updated, but not necessarily comprehensive, list of Facebook friends' activities, such as changes to their profiles, wall posts, or the addition of new friends.
STATUS UPDATE n. 1. A space where a user can provide a running commentary on his or her activities. 2. New information on friends' activities. You have 573 friends with status updates.
FACEBOOK CONNECT n. A system that allows users to log on to a third-party website with their Facebook ID. User information from Facebook can be imported to the third-party site, and user activity on the site is shared with Facebook friends through the news feed.
VIRTUAL GIFT n. An online token, usually in the form of birthday cakes or champagne bottles, that friends can send to each other.
WALL n. A space where a member can post photos, videos, web links, or other content he or she wants to share with friends.
WHAT A DIFFERENCE A YEAR MAKES
A look at Facebook's growth in users and usage of the site.
2/08 2/09 Total daily minutes 1.1 billion More than 3 billionof use Users who update 4 million 15 millionstatus daily Users who become "fans" 250,000 More than 3.5 millioneach day Photos uploaded each month 250 million More than 850 million Pieces of content shared 13 million More than 24 millioneach monthFacebook reached 150 million users in January. Here's how other technologies stack up.
Time to reach 150Year item or service million users is introduced or units sold Year reached 2004 Facebook 5 years 2009 2001 iPod 7 years 2008 1983 Cellphone 14 years 1997 1928 Television 38 years 1966 1876 Telephone 89 years 1965 SOURCE: PORTIO RESEARCHGRAPH: Facebook members
GRAPH: THE RACE TO THE MASS MARKET
PHOTO (COLOR): CEO ZUCKERBERG HAS REASON TO GRIN: HIS SITE IS HUGE-AND GROWTH IS STILL ACCELERATING.
PHOTO (COLOR): FACEBOOK'S FRIENDS INCLUDE ACCEL'S BREYER (TOP) AND MICROSOFT'S BALLMER.
PHOTO (COLOR): DISSECTING FACEBOOK
PHOTO (COLOR): ZUCKERBERG HAS DUG OUT THE TIES HE USED TO WEAR IN HIGH SCHOOL.
PHOTO (COLOR)
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By Jessi Hempel, jhempel@fortunemail.com
Reporter Associate Beth Kowitt
Sheryl Sandberg aims to tame Facebook. Her training? Working for Larry Summers
Sheryl Sandberg's first impression as a new Facebook employee was an auspicious one: "This feels like Google when I started," she told me last April, a few days after beginning a gig as Facebook's chief operating officer.
Indeed, it is Sandberg's job to do for Facebook what she did during her six years at Google: Find a way to turn a cool platform into a sure-fire moneymaker. As vice president of global online sales and operations at Google, she ran its lucrative AdWords program, which lets marketers buy advertising adjacent to relevant Google searches.
Sandberg, 39, is by no means Facebook's oldest employee, but she is widely considered the grownup, the operations whiz who will help CEO Mark Zuckerberg realize his bold vision for Facebook. And while Valley executives know her best for her work at Google, she's actually spent much of her career as a policy wonk, working for another high-profile figure: Larry Summers, head of the White House's National Economic Council. (For more on Summers, see "Inside Obama's Economic Crusade.")
Summers first met Sandberg when she took one of his economics courses at Harvard University. He became her thesis advisor and hired her to work with him at the World Bank after she graduated. Sandberg assisted Summers and also traveled to India for a project to curb the spread of leprosy. After getting her MBA in 1995 (Harvard again), she spent a year at McKinsey before becoming Summers' chief of staff at the Treasury Department during the Clinton years. She gained a reputation there for her intellect and her ability to manage personal relationships. "She was one of the people who kept [the Treasury] together," says Lee Sachs, who was assistant secretary of the treasury for financial markets at the time. Summers concurs: "She never let an event go without a resolution. It made my job easier, and it also made me perform better."
As the Clinton administration drew to a close, Sandberg was courted by a number of investment banks but chose instead to go to Google, which was then a Valley startup with fewer than 300 people.
Sandberg has brought her experience to bear in her new role at Facebook. Her charge has been to add a dash of corporate structure without destroying the creative chaos that allows the company to innovate quickly.
PHOTO (COLOR): OPERATING CHIEF SANDBERG BRINGS DISCIPLINE.
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