On February 4, 2004 thefacebook.com was launched. On February 9, 2004 Harvard Crimson announced the launch in an article titled "Hundreds Register for New Facebook Website". The article quotes Mark Zuckerberg's response to the fact that 650 students had registered to use the site in four days; “I’m pretty happy with the amount of people that have been to it so far. The nature of the site is that each user’s experience improves if they can get their friends to join it.” Well, one can only imagine how happy Mark feels today given that Facebook is on course to hit one billion registered users by the end of 2012. Social media marketing is no longer an experimental field. With fans 5 times more likely to make a purchase than non-fans, many “best in class” companies now view their social media activity from a strategic perspective