I’ve just read an really interesting article and will make an summary for you:
Originally Google had considered acquiring Facebook—a prospect that held no interest for Facebook’s executives—but an investment was another enticing option, aligning the Internet’s two most important companies. Facebook was more than a fast-growing social network. It was, potentially, an enormous source of personal data. Internet users behaved differently on Facebook than anywhere else online: They used their real names, connected with their real friends, linked to their real email addresses, and shared their real thoughts, tastes, and news. Google, on the other hand, knew relatively little about most of its users other than their search histories and some browsing activity.
Microsoft, Google’s sworn enemy, made an investment instead—$240 million for a 1.6 percent stake in the company, meaning that Redmond valued Facebook at an astonishing $15 billion.
Mark Zuckerberg has never thought of his company as a mere social network. He and his team are in the middle of a multiyear campaign to change how the Web is organized—with Facebook at the center. Here’s how they hope to pull it off.
1. Build critical mass.
In the eight months ending in April, Facebook has doubled in size to 200 million members, who contribute 4 billion pieces of info, 850 million photos, and 8 million videos every month. The result: a second Internet, one that includes users’ most personal data and resides entirely on Facebook’s servers.
2. Redefine search.
Facebook thinks its members will turn to their friends—rather than Google’s algorithms—to navigate the Web. It already drives an eyebrow-raising amount of traffic to outside sites, and that will only increase once Facebook Search allows users to easily explore one another’s feeds.
3. Colonize the Web.
Thanks to a pair of new initiatives—dubbed Facebook Connect and Open Stream—users don’t have to log in to Facebook to communicate with their friends. Now they can access their network from any of 10,000 partner sites or apps, contributing even more valuable data to Facebook’s servers every time they do it.
4. Sell targeted ads, everywhere.
Facebook hopes to one day sell advertising across all of its partner sites and apps, not just on its own site. The company will be able to draw on the immense volume of personal data it owns to create extremely targeted messages. The challenge: not freaking out its users in the process.
Today, global online brand advertising accounts for just $50 billion a year. Offline brand advertising, meanwhile, accounts for an estimated $500 billion…
I strongly recommend that you read the whole article if you find this summary interesting. Take care! (You find the whole article here)