Facebook: Mainstreaming and Redefining Social Networking

In its second year of existence, Facebook wished to expand user base and overtake entrenched leader MySpace for mindshare
MySpace viewed as de-facto standard for social networking and wild child of the Internet; seen as a fad by many, making greater online demographic wary of social-networking
Young CEO viewed by media and industry peers as inexperienced and whimsical, undermining strength of management team and making trend-driven coverage difficult
Consistent privacy concerns required Facebook to establish mainstream trust-without alienating current users, a niche group of college students

Overcome position as a college-only site by drafting the right messages to reach the right audience
Differentiate Facebook from MySpace by positioning the company as a social utility vs. a media company
Provide 1:1 guidance to Facebook CEO and senior staff to develop overall company message
Own the speaking circuit to position the start-up as a viable company and position executives as industry expert s
Establish best practices around media relations to secure in-depth coverage
Address the privacy issue head-on-quickly, honestly and broadly-to gain consumer confidence

Facilitate weekly messaging sessions with executives to articulate company vision
Identify and court key reporters by providing behind-the-scenes look and coveted access to management team
Manage and lead spokesperson training program for more than 30 executives/managers
Create comprehensive speaking program targeting relevant conferences
Craft traditional media materials: press releases, fact sheets, FAQs and management bios
Qualify high volume of reactive briefing requests, making recommendations on which stories to be included in-and which ones to avoid

Created industry advocates by cultivating relationships with mainstream media and influential analysts, securing cover stories and profile pieces in Fast Company, Fortune, Forbes, New York Times, Wall Street Journal and BusinessWeek
Tone of coverage moved from news-driven and focused on privacy concerns to growth of site's older demographic and usability in corporate environments
Secured monthly appearances at conferences and increased the number of incoming speaking requests by over 100%
Facebook became the voice for the future of social networks to reporters and analysts
Set the stage for Facebook social media platform by differentiating social networking versus social network versus social application
Growth of site catapulted from 6 million users (February 2006) to 28 million users (June 2007)