Pundits predicted that News Feed would kill Facebook, but the opposite happened. It catalyzed a massive boom in the site’s growth. A few weeks after the News Feed imbroglio, Zuckerberg opened the site to the general public (previously, only students could join), and it grew quickly; today, it has 100 million users
In essence, Facebook users didn’t think they wanted constant, up-to-the-minute updates on what other people are doing. Yet when they experienced this sort of omnipresent knowledge, they found it intriguing and addictive. Why?
Social scientists have a name for this sort of incessant online contact. They call it “ambient awareness.” It is, they say, very much like being physically near someone and picking up on his mood through the little things he does — body language, sighs, stray comments — out of the corner of your eye.
clipped from: www.nytimes.com 