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Using Facebook’s advertising segmentation tools, we were able to identify the number of users on the social network
by country. For example, Brazil has the largest number of users, but not the highest percentage of social network
penetration for Facebook (which is higher in several other countries). However, it has to be taken into account that
Brazil’s social networking leader is Google’s Orkut and not Facebook. Marketing efforts of various brands
are focused not so much on entire countries, but rather specific cities. With this in mind, we measured the Facebook
user population of 10 major cities in Latin America (see box below). Surprisingly, the fourth most populous
country on Facebook – Colombia – is first in the rankings by city, thanks to Bogota (where according to data from
Facebook itself, the penetration rate is very high).


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