How famous does Facebook think you are?

Facebook starts charging users to contact celebrities like Tom Daley.

Facebook has just launched a trial scheme to charge UK users between 71p and £11 to send messages to people they don't know, including celebrities. The prices vary depending on who you're trying to contact. According to the Guardian:

Facebook said the charging fee structure varied according to a number of factors including the number of followers and a secret "fame" algorithm.

But just what is the algorithm? Tom Daley is at £10.68, but Robert Peston only fetches 71p. Salman Rushdie's at 10.08, but then so is Snoop Lion. Here's my best shot at cracking it with the information so far available:

1. £10.68: Tom Daley, Olympic diver; Ed Sheeran, singer-songwriter; Michael Rosen, former children's laureate.

Secret algorithm: Producer of or target demographic for children's poetry

2. £10.08: Salman Rushdie, Booker prize-winning author; Snoop Lion, US rapper.

Secret algorithm: Name sounds like or is a type of animal

3. 71p: Jeremy Hunt, health secretary, Robert Peston, journalist; Cressida Bonas, Prince Harry's girlfriend; Louis Theroux, broadcaster; Miranda Hart, comedian; anyone you don't know already.

Secret algorithm: Dances the zouk-lambada/might have danced the zouk-lambada/might have watched someone dance the zouk-lambada/you can't rule it out completely

4. £61: Mark Zuckerberg (in January, idea now abandoned)

Secret algorithm: In charge of secret algorithm

The scheme is, of course, a form of spam-control - but it's also a strange sort of return to Facebook's roots. Starting as a network only available to Harvard students, the site originally marked itself out from the crowd because it was elitist - and therefore worth trying to be a part of, at least according to Marx (Groucho, not the other one). As it expanded via the Ivy League, Oxbridge, other universities, the world and from thence their parents, it lost a certain amount of status. It's interesting that it has found a money-making scheme that tallies with these early principles.

 

 
 
 
Tom Daley can be messaged on Facebook for £10.68. Photograph: Getty Images

Martha Gill writes the weekly Irrational Animals column. You can follow her on Twitter here: @Martha_Gill.

Show Hide image

New Digital Editor: Serena Kutchinsky

The New Statesman appoints Serena Kutchinsky as Digital Editor.

Serena Kutchinsky is to join the New Statesman as digital editor in September. She will lead the expansion of the New Statesman across a variety of digital platforms.

Serena has over a decade of experience working in digital media and is currently the digital editor of Newsweek Europe. Since she joined the title, traffic to the website has increased by almost 250 per cent. Previously, Serena was the digital editor of Prospect magazine and also the assistant digital editor of the Sunday Times - part of the team which launched the Sunday Times website and tablet editions.

Jason Cowley, New Statesman editor, said: “Serena joins us at a great time for the New Statesman, and, building on the excellent work of recent years, she has just the skills and experience we need to help lead the next stage of our expansion as a print-digital hybrid.”

Serena Kutchinsky said: “I am delighted to be joining the New Statesman team and to have the opportunity to drive forward its digital strategy. The website is already established as the home of free-thinking journalism online in the UK and I look forward to leading our expansion and growing the global readership of this historic title.

In June, the New Statesman website recorded record traffic figures when more than four million unique users read more than 27 million pages. The circulation of the weekly magazine is growing steadily and now stands at 33,400, the highest it has been since the early 1980s.