Facebook: Fad or Global Empire?

As of April 2009, Facebook has become the world’s largest, most popular, fastest-growing social network with over 200 million users and growing. Yet the question remains: can Facebook make the jump from a fad social network site, to a truly global, mainstream interactive social network site (SNS) without losing its essence in the translation?

Quick overview of social network sites:

• Originally began with Bulletin Board Systems (BBSs), in the late 1980s and early 1990s--allowed users to exchange private messages, post public e-mails, and download and upload software and data.
  
• Birth of new generation of SNSs. SixDegrees.com--credited as the first recognized SNS because it was one of the first to combine BBSs features with both the ability to create personal profiles and create a list of friends on the site.
  
• By the end of 2007, 75 percent of adult Americans were online.
  
• By 2009, one third of American adult Internet users have a profile on an online SNS.
  
• Two-thirds of the world’s Internet population visits a social network or blogging site, which accounts for 10 percent of time spent on the Internet.

Facebook worldwide:

• Facebook’s greatest reach has been shown to be in the UK, being visited by 47 percent of Britons online, in Italy with 44 percent usage rate, and in Australia with 38 percent of Internet users visiting the site.
  
• More than 70 percent of Facebook users reside overseas, and in response, Facebook has created more than 40 translation applications, with 50 more in development.
  
• The site is ranked fourth worldwide on the top 500 sites on the web and ranked third on the top 100 sites in the U.S.
  
• Of the 200 million active users, the fastest growing demographic is users over 35-years-old.
  
• Research reveals that 100 million users log on to Facebook at least once a day.

Analysis:

Facebook has created an effective communication tool for users. Facebook’s utility is a direct result of a user-generated media system, and a primary reason why Facebook will become a truly, integrated, mainstream SNS. The site sets itself apart from other SNSs by capitalizing on the concept of “user-generated;” that is, keeping Facebook users engaged by offering unique, easy-to-access and inventive features. The following are some of Facebook's effective features:

• The News Feed--allows for a seamless flow of information, user-generated content that enhances communication, particularly because the information is updated instantly.



• Facebook Platform--applications such as groups, games, photos, notes, event invites, virtual gifts, and videos all work to keep users engaged in the site by allowing users to personalize their profiles and further connect with friends, family and co-workers.
  
  


• Convergence of media-- Facebook offers personal e-mail, instant messaging, and mobile access.

There are challenges which Facebook must address and overcome in order for the SNS to truly be an integrated, mainstream SNS used worldwide.

• Privacy Issues

- 2006 News Feed displayed too much undesired information such as event invites, relationship updates, posted conversations among friends, and updated photos.

- 2007 The Beacon feature caused an uproar among users as it was broadcasting user information about their activities on other Web site, including purchasing habits.

- 2009 Facebook updated its Terms of Use Policy. The issue at hand was who controlled Facebook information, including user photos, videos, personal messages and comment.

Overcoming these issues has been of the utmost importance to Facebook. Facebook has made a concerted effort to address various privacy issues, which all funnels down to the principle of transparency. Transparency will prove to be a key aspect of why Facebook will become a truly global, mainstream interactive SNS.

Final Conclusions:

With this social utility, people are participating. People are joining groups, organizing events, and connecting with one another in a new way: crossing social, geographic, and political barriers in a manner that, prior to Facebook, was not user friendly or even greatly accessible. Based on the statistics related to Facebook, as well as the flow and forward progress of the innovation, it seems likely that Facebook will be considered to have evolved into a permanent interpersonal communication tool that is a truly global, mainstream integrated social network site.

Provocative Questions:

1) How does equality of access play a role in Facebook’s drive towards global dominance?

2) How do we bridge the digital divide?

3) Internationalization, Fragmentation—what are the effects if Facebook attains its goal of a global SNS?



Sources:

• Academic Journals
  - Journal of Computer-Mediated Communication
  -New Media & Society
  
• Newspaper/Magazine Articles:
  - Fortune
  -The Economist
  - New York Times
  -The Washington Post
  
• Other:
  - Pew Internet & American Life Project (data)
  - The Nielsen Company (data)
  -Conference Papers
  -Com Score
  -Google images