Hey Alex, I can't speak for RCA, but I can speak for why my company is focused on social networks like Facebook. At Involver, we have followed social networks for the last 3 years, and what we've consistently seen is that attention is much easier to generate on social networks. We pursue a strategy for ourselves of sharing much of our bite-sized rich content on Facebook and Twitter and our bigger stories with other news outlets, all while creating a more complete narrative that lives on www.involver.com We build tools that help people try and manage the same experience, for example, our client Us Weekly syndicates it's RSS content onto Facebook in order to drive clicks back to it's website. In Alicia's case, there are many great ways to capitalize on the larger attention generated by launching on a platform that has more viral channels. I've actually given a few presentations on why we should use facebook, and to me, it boils down to going where the attention is easiest to get. Would love to trade ideas on this: tyler@involver.com Tyler Willis Director of Marketing, Involver