Business Meets Social on World Wide Web

Since Facebook launched five years ago, almost all of its first users - college students - have most likely graduated, come of legal drinking age and realized majors don't always apply in real life.

Much like its inaugural membership, the free social networking site has also grown up.

Founded in 2004 for solely students, Facebook is now almost as pervasive for some as breathing.The World of Social Networking In addition to being used to keep in touch with friends and family, Facebook and Twitter, its younger sibling, are quickly entering the world of business promotions and event planning.

"Nowadays, people are checking their Facebook (accounts) more often than their regular e-mail," said Wendy Gordon, president of Hisaoka Public Relations in Washington, D.C. "It's a great way to post events and let people know what is going on with our clients."

Gordon recently posted an event on Facebook to celebrate the merger of her company and Flash Communications. And, while the cocktail party Thursday is by invitation only, Facebook users can join the Hisaoka group (currently with 196 members) and perhaps garner an invite for the next event. 

A quick search of D.C.-based members on Facebook pulled up a long list of local businesses, including beauty salons, bars, limo services and marketing firms, all with pages open to members of the public.

"Initially, Facebook was more for kids," Gordon said. "And it has really evolved."

With more than 175 million users worldwide, Facebook has surpassed MySpace as the world's most popular social network.  A recent Nielsen Company report found that almost one-third of Facebook's global audience is between the ages of 35 and 49, while almost a quarter of users is more than 50 years old.

The report's authors predicted that by mid-June in Britain, "there would be as many 35-49 year olds on Facebook as 18-34 year olds."

Creating a following on Facebook and Twitter can translate into increased business, Gordon said. And even businesses without traditional Web sites are quickly launching Facebook pages, with the realization that they can target all demographics.

However, with Twitter - the third most popular social networking site - some businesses are still trying to figure out how to use it to their advantage. The micro-blogging service enables its roughly 6 million users to send and read updates called tweets.

"I'm still trying to understand the whole concept of" Twitter, said Kunal Shah, managing partner of Night Life Agency, a D.C.-based party promotion company.

For the past four weeks, Shah and his partners have advertised free admission into VIP events just by mentioning Twitter at the door.

"So far, I haven't heard it used once," he said.

Shah hasn't had much luck with the latest social networking tools in promoting nightly events, he said. Regardless, there are 986 members belonging to the Night Life Agency Facebook page.

Other groups, like Brightest Young Things, a D.C.-based cultural and events Web site have taken to Facebook and Twitter like a fish takes to water.

The three groups have a symbiotic relationship, as the hipsters of Brightest Young Things post information to the hottest parties, concerts, dance moves, restaurants and people in the District. 

Posts on their manic and colorful Web site are short, to the point and perfect for micro-blogging on Twitter and Facebook.

Since signing up for Twitter, the "young and urban," as they describe themselves, has gathered 87 followers, and their Facebook group includes 777 friends.