Facebook's audience of over 200 million users is a sign that social media websites have reached critical mass. TeamFanShop was one of the first online retailers of team and league licensed merchandise to develop a social media strategy designed to target users of Facebook, Twitter, MySpace, Friendster and other popular social media Websites. In early 2009, we partnered with Watercooler - one of the leading developers of Facebook applications. “Our network of online fan communities has already attracted over 16 million sports fans,” said Kevin Chou, CEO of Watercooler, Inc. “By segmenting these fans according to their favorite team and presenting relevant merchandise offerings, TeamFanShop plays an important role in helping us to monetize this audience.”