Tim Campos, chief information officer at Facebook, said the social graph is ‘the way we gain trust’ among consumers.
Speaking at the Social Media Marketing and iCommerce Summit in Monte Carlo, Campos revealed that 30bn pieces of content are uploaded to Facebook every month.
"The amount of content online is exploding so we need a better mechanism to find what is relevant to us and social is that network," he said.
Campos pointed to how consumers are using their friends as a "powerful filtration system", pointing to research that over half of all Americans gain their news from friends. "They use the recommendations of friends to determine what’s important to them," he said.
According to Campos Facebook is enabling brands to create an earned space to reach consumers.
He revealed that every day an average of 10,000 new companies integrate with Facebook. "Social CRM is the ultimate opportunity for marketing and IT to come together to transform business," he added.
Michael Saylor CEO of data and software group MicroStrategy, says there remains a gap between corporations and individuals when it comes to connecting on social networks.
He said applications need to be more "friendly" as he unveiled "Gateway For Facebook" a new platform to enable brands to better connect with consumers via Facebook.
Facebook in numbers
An average Facebook user has 130 friends
30 billion pieces of content are uploaded each month
9 out of 10 of the top ten news sites are integrating with Facebook
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