In their report “Global Faces and Networked Places“, Nielsen correctly points out that advertising in a social media context is about creating a conversation, not pushing ads. Not exactly an eye-opener, as anyone in the field has know this for year, yet it is good to hear the big research agencies are saying this too as it is all part of raising overall awareness.
The reports goes on to give glowing remarks to Facebook and tries to explain why they are so popular. Arguably, the popularity is a combination of a lot of factors. Design may be one of them, which certainly this Chinese player has picked up 
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