“Facebook advertising doesn’t feel like advertising because it comes from your friends.”
—Tim Kendall, director of monetization at Facebook
Marketers need to be where the customers are, and, increasingly, customers are on social networking sites. This very moment, nearly a billion people (that is, most of the Internet population) around the world are logged on to a social networking site, updating their status, interacting with friends, interacting with companies, providing valuable information for you to understand them better, and learning about you in return (see Figure 6.1). Remarkably, the average Facebook user spends nearly a full hour per day on the site, according to official company data.