My point was meant to be humorous. I had just declared on an earlier post that Facebook is fun, when a friend sent me a link to the New York Times about how a journalist was using Facebook to try to improve her relationship with her teenage daughter.

'Today I get proof that Facebook has jumped the shark. It is deeply uncool,' I wrote. 'When the NY Times starts reporting on an aspect of "youth culture", you know it's time has come and gone. Reporter Michelle Slatalla writes about her failed attempt to use Facebook to befriend her teenage daughter. Sad.'

My intention was to poke a little fun at myself for having an interest in something that, until recently, was the sole domain of teens and college kids.

The Urban Dictionary defines Facebook as 'an online network open to college students at certain universities'.

It tells of how students make up their own profiles, including a picture, name, birthdate, interests, and classes or search for other students at their university or another university that has Facebook. 'One can add people they know or random people as their "friends",' it continues. 'Good for: 1. procrastinating 2. stalking.'

But Wikipedia points out that, although Facebook was originally developed for college and university students, it has since been made available to anyone with an email address. With more than 25 million members worldwide as of February 2007, it has become the seventeenth most visited site in the world and the seventh most visited site in the United States.

Wikipedia states: 'It is the number-one site for photos in the United States, ahead of public sites such as Flickr, with more than 8.5 million photos uploaded daily.'

So clearly, Facebook has come of age.

My lighthearted post certainly drew some passionate responses.

One comment stated: 'Hate to disagree, but I do. I like Facebook, it puts me in touch. I can collaborate … I can touch people, including my kids, friends and family.'

The writer's mind would not be changed just because a US publication 'pooh poohs' it.

'A journalist tried to use it to befriend her daughter? Give me a break? Has she considered talking? Facebook is fun, it communicates, it shares pictures and events. Cut yourself off at your peril.'

Another, US A-list blogger Kevin Dugan, also took me to task.

He wrote: 'Somewhat predictably, a post/meme will surface now and again to declare a technology is dead or it will note a technology has jumped the shark. Both are usually triggered by mainstream media reporting on the technology. Quoting my friends across the pond, I'll say this is b******ks.'

The high-tech industry's disdain for mainstream media is hypocritical in his opinion.

'If media report on the cutting edge, they're ruining it,' he said. 'If they wait until the technology is established, they're showing how much of a dinosaur they are — typing the story with their tiny arms and big head.'

OUCH! I guess I hit a nerve. But the fact is, I really was just making a joke at myself. I do still think Facebook is a very good social network and because of the huge community that has grown around it, many companies are taking note.

One key to Facebook's success is that the people behind it have opened up the application programming interface. This is a bit of source code that allows outsiders to write a program within a program. The result has been the development of Facebook tools and games that allow third parties to engage the Facebook community by providing music, video, interactive games and more. Instantly Facebook has become a lot more fun.

The first global brand on Facebook is Red Bull energy drink, which has created an online version of rock, paper, scissors — commonly known as RoShamBo — exclusive to Facebook users. Now millions of people are playing Roshanbul and are interacting with the Red Bull brand on a regular basis.

Given the drink brand's focus on the youth market, it is a good alliance.

This access will encourage more brands onto Facebook. But should you take your company there? I would advise caution. Social networks tend to abhor overt commercial plays. People power prevails and the community will decided whether it will adopt an add-on. Keep it simple or risk a spectacular failure.


>>Sherrilynne Starkie is the managing partner at Douglas-based Strive Public Relations, a virtual communications consultancy serving the Island's tech sector.
She provides her views on business and technology, and the business of technology, each week in Tech Talk. Visit her business blog, Strive Notes for frequent updates.

www.strivepr.com