In 2004, with the Internet revolution already in its adolescence, Harvard University's computer services began work on what it described as an "electronic facebook." The term "facebook" traditionally referred to a physical booklet produced at American universities to promote socialization in the way that "Hi, My Name Is" stickers do at events; the pages consisted of rows upon rows of head shots with the corresponding name, and perhaps the class and residence underneath.

Tim Wu, The Attention Merchants, loc. 976