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InthefirstiterationofFacebook,youcouldonlyuploadonepicture.Userskeptchangingthephoto.Photo-taggingemergedasoneofthefirstmostimportantfeatures—builtquicklyaspartofFacebook'shackerspirit.Facebook'smissionistomaketheworldmoreconnected,Zuckerbergsays.Connectedtobigthingsandlittlethingshappeningaroundyou.Thesocialgraphhasalwaysexisted,buttherewasneveramap.ThatwastheconceptfortheFacebookOpenGraph,connectingallFacebookusers,Zuckerbergsays.Facebookhelpsyousharewhat'shappeningaroundyou.TimelineandNewsFeedarethemostimportantcomponentsofthat.Yourlifeisanamazingstory,andpeoplewouldbeinterestedifyoutoldit.BillionsofpeopleareprojectingtheirstoriesintotheworldthankstotheNewsFeed,andit'sgrowingatanexponentiallyincreasingrate.Thenewsfeedisapersonalizednewspaperthat'sconstantlyupdating,ChrisCoxsays.Thereare125billionfriendshipsonFacebook......2billionlikesperday......1billioncommentsperday......900millionmembersvisitingeverymonth......525millionusersvisitingeveryday......and488millionmobileusers.Wealwaysassumedtheplatformwouldbegreaterthananythingwecouldeverbuild,Zuckerbergsays.Theplatformletsothersites—liketheNewYorkTimes—tieintoFacebook.ThisexamplegivestheNewYorkTimeswebsiteaRecommendbutton.Youcanusetheplatformtologintootherservicesandconnecttofriendsonotherservices,too.Gameswerethefirstproductthatreallyusedtheplatformbest,Zuckerbergsays.TheOpenGraphisthenextevolutionofPlatform—itsharesinteractionswithotherservicesonFacebook.TheGuardiansawa400percentincreaseintrafficovernightafterconnectingtoFacebook'sOpenGraph.Facebookwasn'tabusinessbackthen,butitneededtobeonesoonenough.That'swhereadvertisingcomesin.Here'sSherylSandberg,talkingabouthowFacebookcanconnectuserswithbrandsasawaytopromotebusiness.Facebookgivesbrandsawaytocommunicatedirectlywithconsumersandfans.HavingotherstalkaboutBenandJerry'siscoretothecompany'sstrategy,saysitsCEO.ForeverydollarspendmarketingonFacebook,Ben&Jerry'spickedup$3inrevenue.Theglobalmarketingspendisenormous,butweb-basedmarketingisstillsmall.Facebookwillchangethat,Sandbergsays.HerearethefourthingsthatwillhelpFacebookchangethat.Facebook'saudienceisMASSIVE......itsadsareincrediblyaccurate......Facebookisamoreengagingplatform......andit'sword-of-mouthscaleonthewebforthefirsttime.Socialcontextboostsadvertisingrecallbyalot....andsponsoredstoriesareacorepartoftheproductFacebookoffers.AllofthetopadvertisersintheworldareonFacebook.3.2millionsmallbusinesseshaveanactivelymanagedFacebookpage,too.Thepotentialforsmallbusinessesisenormous.Facebook'sadvertisingrevenuehasgrownsignificantlysince2008.Facebook'snumberofusershaveskyrocketed,too.Thepenetrationforsomecountriesacrosstheworldishuge......andstillahugechunkinmostfirst-worldcountries.Somecountriesstillneedalittlebitofwork,though.Here'sthebreakdownforFacebook'srevenue.It'ssplitbetweenadvertisingandpayments.Here'showFacebookmakesmoneyoffitsadvertising.UsersintheU.S.andCanadaaccountformostofFacebook'sadvertisingrevenue.PaymentsistheotherpartofFacebook'srevenue.It'sgrowingevenfasterthanadvertising.Facebookhasincreaseditsheadcountbyalot,butit'sgoingtobecarefulinthefutureabouthiring,Ebersmansays.Facebookstillconsidersitselfinahigh-growthphase,soit'sgoingtobemakingalotofinvestmentsingrowth.Facebookactuallymakesagoodamountofmoney.In5years,almosteveryappyouusewillbeintegratedwithFacebookinsomeway.It'sasymbioticrelationship,Zuckerbergsays.