UK usage of Facebook and other social network sites is much higher than other European countries according to The Times quoting research from comScore.
Chris Anderson, author of last year's business and new media hit, Long Tail Economics has written a piece in his blog on Facebook assessing its correlation or lack of with long tail economics. Tim O'Reilly, West Coast new media guru, and supposedly the person who first came up with the tag Web 2.0 started the discussion.
Long tail has relevance for online PR which we will look at later in the programme. But in simple terms, traditional PR addressing "elites" could be seen as the top of the tail, while online PR is addressing the long tail with all the implications. You can look at Chris Anderson's site to get an overview of the subject.