Webware

Mark Zuckerberg should be proud: The top search term of 2009, according to Experian Hitwise, was not "porn," "poker," or "Britney Spears." It was, for the first time, "Facebook."

In 2008, Facebook had been the tenth most searched term on the Web, according to the traffic company's annual survey of search queries.

The rest of the list for 2009 is also made up of "navigational" searches, which Hitwise reps say actually always dominate top search queries despite the common wisdom that top searches tend to be for online gambling or racy pictures. In spot No. 2 is last year's leader, "myspace," followed by "craigslist," "youtube," "yahoo mail," "google," "yahoo," "ebay," "facebook login," and "myspace.com." If you add up all four Facebook-related terms in Hitwise's top 300 search terms, they make up slightly over a percent of all searches on the Web. The #1 term alone accounts for 0.67 percent.

Meanwhile, searches for "porn" came in at No. 16. Britney, unfortunately, didn't crack Hitwise's top 300, but the most searched for celebrity was Michael Jackson at No. 95, and "Twilight" hottie Robert Pattinson came in at #221. (Hitwise representatives say that they are currently reevaluating the data to see if recently beleaguered golfer Tiger Woods has moved up in the rankings, too.)

Update at 2:10 p.m. PST: So where's "Twitter" on Hitwise's list? It's hanging in there at #56, the company says.

A majority of U.S. workplaces block access to social-networking sites like Facebook and Twitter, new survey results commissioned by consulting firm Robert Half Technology indicate. Fifty-four percent block social networks "completely," while another 19 percent only permit it "for business purposes."

Only 10 percent of companies surveyed permit social-network use on the job for any kind of personal use; 16 percent allow "limited" personal use, according to the results released Tuesday.

The study, conducted by an independent research firm, surveyed about 1,400 chief information officers at U.S. companies with 100 or more employees, which means that the results obviously don't encompass small businesses.

Regulating social-network use at work is a complicated matter. There are some nuances that numbers like these don't bring up: "limited" personal use of social networks sounds like it could mean anything from blocking the majority (but not entirety) of social sites to simply instituting a "don't trash your boss on Facebook" rule. Some companies, additionally, may have different standards set for different degrees of employees--the guy running the company Twitter account and the human resources department may have extra privileges, for example.

There also isn't a differentiation in the results regarding which percentage of "blocked completely" workplaces use filtering software to keep employees off banned sites and which ones have a rule by which employees are supposed to abide (but might not).

Internet controls and filters in the workplace are nothing new. But social networks pose an interesting case: their potential for professional as well as personal networking, not to mention the well-publicized use of Twitter for marketing and customer service. There's also the fact that they've become so ingrained in culture and communication that some companies choosing to block them can appear draconian rather than prudent.

But they're still great for procrastination and counterproductivity, so it's not surprising that most businesses put the clamp on them.

"Using social networking sites may divert employees' attention away from more pressing priorities, so it's understandable that some companies limit access," Robert Half Technology executive director Dave Willmer said in a release. "For some professions, however, these sites can be leveraged as effective business tools, which may be why about one in five companies allows their use for work-related purposes."

Along with the survey results, the company also offered a number of tips for social networking on the job: be aware of your employer's policies, don't complain about your co-workers or boss online, and keep tabs on your usage so that it's not too much of a time suck.

Pretty much everyone in the audience at Sheryl Sandberg's talk on Tuesday morning as part of New York Advertising Week understood the meaning of the slide she displayed that read "Nielsen and Facebook are in a relationship." A nod to announcements on Facebook's homepage "news feed," the "in a relationship" phrase is now a recognizable slice of Internet culture--much as social network Facebook itself has become ubiquitous.

And Sandberg, Facebook's chief operating officer, hopes it will be just as ubiquitous in the advertising world. Her goal on Tuesday was to formally announce the social network's "strategic alliance" with data and audience measurement firm Nielsen, starting with the launch of a product called BrandLift, a market research tool that can measure audience response to advertisements on Facebook "in a matter of days."

Nielsen Online CEO John Burbank joined Sandberg on stage to detail the basics of BrandLift. "We recognize just how increasingly important Facebook is within the whole ecosystem of media," he said, adding that it would be "crucial in building (marketers') confidence in using the Internet as a tool."

Sheryl Sandberg (file photo)

(Credit: Corinne Schulze/CNET)

Burbank confirmed what he told CNET News last night, that BrandLift measurement would eventually reach beyond the hugely popular social network. "(Brands) have asked us to extend this tool beyond Facebook," he said. "Working with Facebook, we expect to do that, too."

But for now, it's all about the social network. Sandberg pitched Facebook to the ad industry audience, as she has done in the past, as a hub for meaningful connections and communication. "Facebook is where people go when they want to share, when they want to connect, when they want to reach out to the people they know," Sandberg said, and she brought up instances as varied as grassroots activism in Iran and the two girls in Australia who updated their Facebook status messages rather than calling emergency services when they were trapped in a storm drain.

"I thank them, and we're glad, we're especially glad they got rescued," Sandberg said, noting that the girls' choice of crisis communication highlighted just how important Facebook is to personal connections in members' lives. "(But) next time you use emergency services, 911. Better option for sure."

What she also talked about: How fast Facebook has been growing. Last year at Advertising Week, she said, she announced that the social network recently had hit 100 million active users. This month, Facebook hit 300 million. And a full 50 percent of them still return to the site every day, Sandberg said, something that surprised her because she'd assumed that late adopters would be far less active than early adopters.

More numbers: Facebook's mobile applications are used by 65 million people. The average user spends 5.75 hours on the site per month. And the average user now has 130 friends, up from 120 a year ago.

Competition and skepticism
Sandberg had good reason to persistently highlight both Facebook's staggering growth and its newfound cultural significance: The advertising industry simply hasn't had a whole lot of faith in social media. "We've had some stumbles, some of our own making, and I think it's fair to say we have more of our fair share of critics," Sandberg said, mentioning that she'd once gotten a phone call from her parents asking whether she was looking for a new job because they'd read a report that Facebook was running out of money.

Facebook has also had to compete for marketer attention with the (at least for now) more buzzworthy Twitter, which rose to fast fame amid celebrity endorsements, a high-profile role during last year's U.S. elections, and the seemingly ubiquitious placement of "tweets" on cable news programs. A Twitter profile and a Facebook fan page can be directly competing products.

But the real skepticism surrounding Facebook's potential as a moneymaking power--at least as long as it remains supported primarily by advertising--comes about because, at least until this point, there has been a lot of marketing buzz-speak but not a whole lot of concrete numbers to measure its actual success.

"You want measurement, measurement you can rely on, measurement that you believe is valid," Sandberg said. That's why Facebook approached Nielsen as a respected third party, she explained.

Brands have found significant success with Facebook fan pages, which are free to create, she said. But adding paid advertisements through Facebook's "Engagement Ads" product can enhance those brand pages significantly, Sandberg explained. (It also means Facebook gets paid.)

"A year ago we introduced Engagement Ads. Rather than having to go to different sites or go to landing pages, consumers were able to engage with marketers directly with the ads themselves," Sandberg explained. "(They can) RSVP to the event, 'fan' a page, watch a video and comment, send a branded gift, or respond to questions from a marketer." As part of Tuesday's announcement, Sandberg announced that Engagement Ads have been expanded to include an easy way for Facebook members to request free product samples.

There were some skeptical questions from the audience, notably one that inquired about the poor searchability and indexing features on Facebook profiles and fan pages. The audience member asked whether this was potentially being upgraded.

"The short answer, is do we want to take content and make you more easily able to find it, find it now, find it later?" Sandberg responded. "Of course. And it's something we're definitely working on."

Update Tuesday 4:14 a.m. PDT: Facebook and Nielsen have officially announced their multiyear deal.

As part of the Advertising Week festivities in New York, Facebook chief operating officer Sheryl Sandberg is slated to make a marketing-related announcement on Tuesday morning.

The announcement of a partnership with Nielsen on a product called "BrandLift," which polls Facebook users on ads they see on the social network, was first reported by The Wall Street Journal.

There weren't a whole lot of details disclosed, even when the two companies confirmed the news of "a multi-year, strategic alliance" later on Monday. Nielsen BrandLift, a release explained, is the first product created from the deal. It will use opt-in polls on Facebook's home page to gauge user sentiment around advertisements, measuring "aided awareness, ad recall, message association, brand favorability, and purchase consideration." It'll roll out in the U.S. to a number of test partners this week and to all advertisers over the next few months. There will be "hundreds" of BrandLift tests in that time, the release explained.

An end date to the multi-year deal has not been disclosed, Nielsen Online CEO John Burbank told CNET News on Monday evening.

For now, Nielsen BrandLift is part of its partnership with Facebook. But the product "will expand to other websites" eventually, Burbank said. He wouldn't comment on repeated rumors that Facebook would be launching an ad network for sites participating in its Facebook Connect program.

The Palo Alto, Calif.-based Facebook has a history of big New York marketing pushes to further establish itself as a major player on Madison Avenue. Earlier this year, Sandberg keynoted the AdAge Digital conference to pitch Facebook's "active network" of friend connections as a powerful advertising tool, and two years ago Facebook founder and CEO Mark Zuckerberg unveiled the social network's first major advertising initiative shortly after Microsoft had taken a $240 million stake in the company.

(Part of that 2007 announcement included Beacon, the ill-fated advertising program that Facebook finally put the kibosh on this week.)

Getting statistics on advertising effectiveness is important for Facebook, especially with a longtime industry player like Nielsen on board. While Facebook has been growing in prominence as a digital ad destination, it's still had to do some convincing to combat the industry attitude that social-media advertising doesn't work.

Also sure to be mentioned at Tuesday's announcement? The fact that Facebook has recently hit 300 million active users around the world and continues to grow fast. That's a lot of eyeballs.

Nielsen's own measurements of Facebook traffic place the social network as the fourth largest unique audience in the U.S. (and remember, most of its traffic is now overseas), and that out of all Web-based brands it enjoys the most individual time spent per user.

This post was expanded at 7:33 p.m. PT.

Traffic firm Hitwise says Facebook eventually overcame MySpace in terms of U.S. traffic as a result of the launch of its Facebook Connect universal log-in product, according to a post from analyst Heather Dougherty.

"The number of Web sites participating in Facebook Connect has grown quickly to over 15,000 Web sites (globally) including CNN.com, NBC.com, ABCNews.com, Hulu, WashingtonPost.com, The Huffington Post, and others," Dougherty's post read. "And what is really interesting is to look at the year-over-year growth in the market share of visits to Facebook, because there is a clear uptick in the growth rate following the launch of Facebook Connect."

And that growth spurt was what made it the biggest site of its kind in the U.S., according to the numbers. The social network officially surpassed MySpace in U.S. traffic during the week of May 30, Hitwise estimated.

Facebook's rapid growth made it pretty much inevitable that it would surpass the News Corp.-owned MySpace, once the clear leader in social networking. But even when Facebook passed MySpace in worldwide traffic, MySpace still had a pretty big edge in the U.S. Ultimately, Facebook passed MySpace in U.S. usage earlier than some thought it would.

If Hitwise's numbers are accurate, it's a big testament to the success of Facebook Connect, which launched in full last December.

MySpace has launched its own universal log-in product, MySpaceID, backed by partnerships with Google and Yahoo. But it's Facebook Connect that has caught on among both the Web-going public and the marketing world.

"A clear benefit of Facebook Connect is the ability of the user to use a single portable identity--and most importantly, one password, rather than logging into multiple accounts across the network of Web sites," Dougherty wrote. "Participation from Web sites in Facebook Connect also has strong implications to appear more often in the search results executed on Facebook resulting from member postings as search becomes a more prevalent activity within this large audience.

Facebook now has more than 250 million active users worldwide.

Google on Wednesday made a small change in YouTube's privacy settings that lets video creators share their viewing statistics with viewers.

Google has had Insight, its built-in, user-friendly analytics tool, since late March of last year, but up until now, only the user who had uploaded the video could see the extended information about who was viewing it. The new option gives general users the same amount of access to that information as the content owner.

The toggle, which lets viewers see the Insight information, can be turned on for all your videos at once. Users can also choose to deny the feature from appearing on specific videos by editing that particular video's privacy settings. It also appears to be an opt-out program, as it was already turned on for me on two of my accounts.

Google says that sharing viewing data with everyone can be a nice way for YouTube partners to attract potential advertisers who would not have otherwise seen metrics like gender, the sites visitors were coming from, and what parts of the video they watched. However, some uploaders may find the optional feature to be overkill.

Note: This post has been corrected since its first publishing. It originally stated that YouTube users could not turn the feature off for specific videos.

Detailed information about who has watched a YouTube video is now available to viewers if the creator says it's okay.

(Credit: CNET)

Weeks ago, the news of Michael Jackson's passing brought major news sites to their knees, so Tuesday's memorial service for the singer was expected to bring similar results.

This time it appears sites were better prepared for the traffic onslaught.

According to Gomez Incorporated, a company that monitors Web usage quality, there were both slowdowns and outages, including one that dramatically slowed Twitter's performance. The company analyzed performance on seven news sites from multiple locations during Tuesday's event, with some of the biggest slowdowns coming to streaming video. Asia experienced a 40 percent increase in what the company calls "stalling issues," with the U.S. experiencing an increase of around 5 percent.

One of those news outlets that was serving up live streaming video was CNN, which according to internal data, topped out at 781,000 concurrent streams of the event. Between midnight EDT and 4 p.m. the site also pulled in 11 million unique users who turned 72 million pages.

Ustream, which provided live streaming in a partnership with CBS, says the event was the "largest ever" that had been hosted on the service, in part because it was a worldwide broadcast. The service had 4.6 million streams of the memorial going, made up from 1.6 million unique users. It also had more than 12,000 messages posted every minute to its built-in user chat rooms. (CNET News is published by CBS Interactive, a unit of CBS.)

Besides slowdowns in streaming video, news sites also had lower availability, which means some users were unable to access them. Gomez recorded that number as low as 98.2 percent, whereas the sites usually maintain uptime in excess of 99.65 percent. Response times also took a hit. News sites experienced double, and nearly triple the load time to serve up pages. In the case of Twitter, many users were unable to view or post messages to the service. At what was seemingly the peak of Twitter's load, Gomez benchmarked it as taking around 62 seconds for the site's home page to load, then allow users to log in--a process that normally takes just a few seconds.

Update: See also Larry Dignan's analysis over at ZDNet. He points to data host Akamai's visualization tool, which shows real-time activity on its sites which represent around 20 percent of the Web's traffic. There's a noticeable bump around the time the memorial service begins.

Internet Web traffic hit its peak right around the beginning of the service, according to Akamai.

(Credit: CNET / Akamai)

CNET News' Greg Sandoval contributed to this report.

AAAAAAHHHH! Here come the grown-ups!

You've probably heard it already: New numbers from iStrategyLabs indicate that in the apparent reversal of the plot of any '90s-era kiddie caper flick, grown-ups are taking over Facebook.

According to iStrategyLabs, from January to July of 2009, even though the population of Facebook members over the age of 55 grew 513.7 percent, the site now sees 16.5 percent fewer high-school users, and 21.7 percent fewer college users. Which, naturally, is cause for panic because when the cool kids leave it's all totally over. Or so the common wisdom says.

A BusinessWeek blog post has the right idea: Take a look at the methodology. iStrategyLabs did not actually survey Facebook members, it just looked at their affiliations. The downturn means that Facebook users are dropping their university and high-school affiliations, not that they're leaving the site per se. And that could mean one of a few things: as the BusinessWeek post points out, it coincides well with spring graduations from high schools and colleges, and some members undoubtedly drop those affiliations when they graduate.

Another theory that's been tossed around is that university and high-school affiliations can make it easy for administrators and teachers--not to mention parents--to keep tabs on kids and their shenanigans. Not joining networks can make a profile more incognito.

It's also important to note that these statistics come solely from Facebook's U.S. users, who now make up less than a third of its total membership.

And there's no related shrinkage shown in Facebook's age demographics that typically encompass high-school and college students--members under 17 are up 24.2 percent, and those aged 18-24 are up 4.8 percent. Just a smidge, but not a plummet by any means.

So this is a set of numbers to take with enough grains of salt to put around the rim of a margarita--but just think twice before you put the photo of you drinking that margarita on Facebook. Those sneaky adults could be watching.

(Credit: CNET/Screenshot by Jessica Dolcourt)

The problem with statistics is that it's too easy to jigger data down to numbers that prove in the end how quickly the exercise can resemble art as much as science. Take the latest stats regarding Opera's mobile performance, for instance. StatCounter's Tuesday graph showed proof of Opera's climb above the iPhone's Safari browser for the month of May.

Yet the claim that "Opera took 24.6 percent of the worldwide market compared to 22.3 percent for iPhone" is quickly followed by the admission that one only needs to calculate page views from the iPod Touch for mobile Safari to bypass Opera's lead. Web surfing from the Touch alone represents 14.9 percent of May's mobile browsing, according to StatCounter. Add it to iPhone's browser score and Safari's 37.2 percent overall market share quickly outpaces Opera's not-quite-25 percent.

The deeper you dive, the murkier it gets. What StatCounter didn't make clear in this report, and what is absolutely essential to gauging the popularity of one browser solution over another, is which Opera browser StatCounter counted. Was it Opera Mini, the build for Java phones? Or Opera Mobile, which works with Windows Mobile and Symbian platforms? Or was it both? If the final count indeed includes page views from all the browsers powered by Opera Software, then it could also cover white labeled browsing from a number of Archos personal media players and from the Nintendo DSI. If it doesn't, should it?

Even Opera isn't totally certain what StatCounter's methodology sucks in, though a spokesperson did tell CNET that the company puts a lot of faith into StatCounter's figures. A representative at StatCounter was not immediately available for comment.

Opera versus Safari, or iPhone versus everything else?

You might also wonder if this statistical volley between Opera and Safari faithfully compares apples to apples, or if it is in effect one more measure that pits the iPhone and iPod Touch against other handsets. After all, iPhone accounts for 10 percent global smartphone market share while Symbian phones alone hold nearly 50 percent of the rest. By all logic, iPhone's Safari shouldn't come close to generating the greater-than-20 percent of the world's mobile traffic StatCounter says it has.

And yet, since Apple has shut out all browsing competition on the iPhone, I argue that the browser's seeming popularity is more a testament to the hardware's browsing-friendliness than it is to the browsing vehicle itself. In other words, it appears that more people browse more often on the iPhone than they do from other mobile phones. Would we see similar results were Nokia to lock out third-party browsers, too? Or perhaps Apple's minimalistic monopolistic limited approach to handsets and mobile browsers is one key to Safari's success. The irony, of course, is that Apple isn't ideologically selling its browser the way Opera is. It's selling devices, plus brand confidence and Apple's "cool factor" appeal.

So, does all this add up to a hollow numbers victory for Opera?

Not necessarily. Whether Opera or iPhone's Safari (plus iPod Touch) is truly in the lead, the mobile browser's (or browsers') numbers are up. Following StatCounter's stats, Opera's mobile browser almost fully recovered in May from a steady three percent decline since January to April 2009. In January, StatCounter called Opera out at 24.69 percent of the mobile browsing market, 0.05 percent higher than it is this month. However the usage numbers shake out this month, that turnaround, at least, is something Opera can unquestioningly be proud of.