Sunday, March 29, 2009

NYTimes: Facebook | Two Hundred Million And Counting ...

New York Times / March 29, 2009

Is Facebook Growing Up Too Fast? / By BRAD STONE

WHEN Facebook signed up its 100 millionth member last August, its employees spread out in two parks in Palo Alto, Calif., for a huge barbecue. Sometime this week, this five-year-old start-up, born in a dorm room at Harvard, expects to register its 200 millionth user.

That staggering growth rate — doubling in size in just eight months — suggests Facebook is rapidly becoming the Web’s dominant social ecosystem and an essential personal and business networking tool in much of the wired world.


By any measure, Facebook’s growth is a great accomplishment. The crew of Mark Zuckerberg, the company’s 24-year-old co-founder and chief executive, is signing up nearly a million new members a day, and now more than 70 percent of the service’s members live overseas, in countries like Italy, the Czech Republic and Indonesia. Facebook’s ranks in those countries swelled last year after the company offered its site in their languages.


Unlike search engines, which ably track prominent Internet presences, Facebook reconnects regular folks with old friends and strengthens their bonds with new pals — even if the glue is nothing more than embarrassing old pictures or memories of their second-grade teacher.


Facebook’s mission, he says, is to be used by everyone in the world to share information seamlessly. “Two hundred million in a world of six billion is tiny,” he says. “It’s a cool milestone. It’s great that we reached that, especially in such a short amount of time. But there is so much more to do.”


Uniting disparate groups on a single Internet service runs counter to 50 years of research by sociologists into what is known as “homophily” — the tendency of individuals to associate only with like-minded people of similar age and ethnicity.


Facebook is trying to teach members to use privacy settings to manage their network so they can speak discreetly only to certain friends, like co-workers or family members, as opposed to other “friends” like bosses or professional colleagues. But most Facebook users haven’t taken advantage of the privacy settings; the company estimates that only 20 percent of its members use them.


Internet evangelists say that when a technology diffuses into society, as Facebook appears to be doing, it has achieved “critical mass.” The sheer presence of all their friends, family and colleagues on Facebook creates potent ties between users and the site — ties that are hard to break even when people want to break them.


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