May 15 - Users can't seem to live without sharing on Facebook, and that's the secret to the social network's unprecedented success. Bobbi Rebell reports.
Facebook wants investors to like it when it goes public later this week. But it's the users that are the lynchpin to its appeal. SOUNDBITE: SARIE ERICKSON, FACEBOOK USER, (ENGLISH) SAYING: "I can't go without it. No, I'm addicted to it, for sure. Yep." SOUNDBITE: TRAVIS ROLLO, FACEBOOK USER, (ENGLISH) SAYING: "I use Facebook about two or three times a day, mostly on my phone. I'm pretty addicted to it and I don't know if I could get by without it." SOUNDBITE: ALEXEI TONKOSHKUROV, FACEBOOK USER, (ENGLISH) SAYING: "I spend nearly two hours per day. I communicate with my friends around any countries." According to comScore, the average user spends more than six hours a month on the site. The key is something called stickiness, according to digital strategist and social media expert Peter Shankman: SOUNDBITE: DIGITAL STRATEGIST AND SOCIAL MEDIA EXPERT, PETER SHANKMAN, (ENGLISH) SAYING: "Facebook has a very large stickiness base. People come. They come back. They come back multiple times a day. That's what Facebook is counting on to drive the price of their IPO " Facebook has been able to capitalize on the most basic human impulse to share things with friends- and keep them coming back. Jonah Peretti is the founder and CEO of Buzzfeed.com: SOUNDBITE: JONAH PERETTI, FOUNDER AND CEO OF BUZZFEED.COM, CO-FOUNDER HUFFINGTON POST, (ENGLISH) SAYING: "It's tapping into something human and basic that people want to do and have tried to do with e-mail and have tried to do with other services and haven't been able to do and it's actually solved that problem and I think that's why they're so successful." The passionate addiction of its users is priceless. But if there were a price- it could be around $100 billion, the potential valuation of Facebook after it goes public. Bobbi Rebell, Reuters.