Facebook excelled at distribution. As noted earlier, Facebook’s early focus on college students, which caused some to dismiss it as a niche product, was actually part of an extremely successful distribution strategy. To achieve incredible virality, Facebook would deliberately delay launching at a college campus until over 50 percent of the students had requested it so that local critical mass was reached almost immediately. Facebook further benefited from leveraging existing friend networks to expand outward from its original college user base. As users experienced the benefits of staying
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