their phone number. But, as so much of a person’s life is shared online, Facebook gives a platform for everyone to cultivate an image and a fanbase. In an article for the journal Frontiers in Psychology, academics described a new phenomenon, the emergence of the “Facebook self ”. More than 80% list their interests, allowing brands to target them most effectively. But most younger users do restrict their profiles, with 60% allowing friends only. 3 Facebook has created millions of jobs – but not in its own offices Facebook has essentially created an entire sector, including indirect employment for people whose job it is to make the platform work for their brand. “It is a tool like no other,” said Michael Tinmouth, a social media strategist who has worked with brands such as Vodafone and Microsoft. “Marketers have an understanding of a brand’s consumers like they have never had before. The data and analytics available to you are extraordinary. You know who your customers are, who they are friends with and how they engage with your brand.” And advertisers pay a lot for that. Facebook reported ad revenue was up 46%, reaching $3.32bn. Facebook is also a minefield for brands. Suddenly, rather than complaint conversations taking place over the phone with a customer service representative or on a small specialist internet forum, angry customers can post their