In order to ensure their sustainability, social networks must reach a critical size. One figure summarises it all: 1,44 billion, the number of active Facebook users. This figure is impressive… but still way below the real total. In fact, together, WhatsApp and Instagram have more than 900 million active users and are also brands owed by Mark Zuckerberg’s firm. Therefore, the scope of the Facebook brand is wider than it appears at first sight.