Well, well, well, according to the latest results from Hitwise, Facebook is doing a formidable job of catching up with the likes of Bebo and MySpace. I'll tell you why.
Click here to see the latest stats from Hitwise
Facebook places all the power in the users hands. Not a little bit, not some - but all of the power. You can make it as complicated, or as simple, as you wish to.
Unlike MySpace, the social networking site that simply allows you a space to call your own, which you can decorate much as you would your bedroom as a teenager - and that seems to be pretty much it.
Fun for five minutes, but where's the long-term engagement?
Facebook 'engages' me.
By this, I mean, it creates continuing conversations, different avenues, new people to meet and new ways to do so - and it's done this by allowing new applications into its platform.
The future for social networking lies with this: the amount of time spent in an online community. Not the number of users; not the number of visitors.
I am a quality user, quite simply, because I'm on it all the time (sorry, Ed). Engagement builds trust; builds incredible loyalty, and, ultimately, word-of-mouth power.
I didn't hear about Facebook on the TV, on the radio, on billboards - I didn't even hear about it on the internet.
I heard about it on the street, so to speak.
Facebook registration has shot up by 20 per cent since May 2007 - an astonishing success story by anyone's standards.
The social network de jour (number two in Revolution's coveted Power 50 2007) got it right by allowing in outside applications.
In the world of the web, the more you try to wall-garden property, the more the people run - largely to due to face-aching boredom.
The web is about sharing and Facebook knows that more than most. And rather than being a gimmick that is left largely dormant, it is, as it says it is, a social facilitator - but only in the way you are comfortable with.
The way that you can customise everything, down to who reads your wall, to who views your pics, to who can, um, 'poke' you, makes it feel ultimately your own. Give the power to the user and they'll love you for it.
These two rules: openess and tailorability are the key to web success, whether it's websites, emails or newsletters.
The unshakable lure of the web rests with its usefulness and endless possibilities - if you hamper either of these traits, then you restrict its lifeblood; what makes it great.
MySpace, take note.
When I tried to unsubscribe, MySpace informed me that it would take a few minutes to delete my registration - it didn't.
I couldn't unsubscribe because, well, it wouldn't let me.
Covertness and secrets don't belong on the web.
And instead of holding on by brute force, it's better to create a relationship where both parties want to talk to each other - as Facebook proves.
After all, do you hold on to friends that want to dump you by hanging onto their coat-tails? Not if you have any self respect. The rules of relationships on the web should mirror those in the 'real world'.
Try it. Go on. Try to unsubscribe from MySpace and let me know how you get on.
In the absence of being able to delete my proflle, I've settled for removing my pics and interests summary. So much for power to the people.
As for Facebook, I conducted a little experiment and clicked the 'unsubscribe' button.
It let me go.... and, best of all, when I came back my page was completely as I'd left it - friends an' all (that's 61, by the way - it's not enough - wanna be my friend?).
Revolution Magazine
