Beyonce fans got a big surprise at midnight on Dec. 13, when the pop star announced her new album from out of the blue.
Just as surprising was her decision to announce the album by posting a 15-second video on Instagram, the Facebook -owned online photo-and-video sharing service.
The exclusive announcement - virtually unheard of for a recording artist of that caliber - was a coup for Facebook, which has been upstaged by younger rival Twitter Inc as the go-to online forum for celebrities, sports and news.
Potentially billions of dollars in television advertising are at stake as consumers increasingly turn to social networks to stay abreast of the latest news and entertainment. Twitter and Facebook both are wooing advertisers with video ad platforms and trying to hold off mobile communications startups like WhatsApp and SnapChat, which have lured many younger users.
Leading the Facebook charge is Dan Rose, vice president of partnerships, acquisitions chief, and architect of some of the social network's key deals during his eight years there.
Rose maintains a low profile compared with Mark Zuckerberg, Facebook's founder, and Chief Operating Officer Sheryl Sandberg, whose "Lean In" book on women in business was a cause celebre. A surfer, Rose has a reputation as calm, friendly but persistent at the 5,800-employee company.
Previously at Amazon.com, the 42-year-old Rose helped launch the Kindle reader and nail down deals with publishers.
When Facebook's stock was beaten down in the wake of its IPO in May 2012, Rose told an all-staff meeting that Amazon plowed through the turbulence of its early years by ignoring the "noise" around it and focusing on long term goals, a person who was present at the meeting said.
His approach has helped Rose find common ground in sometimes tricky relationships. He was instrumental in three years of talks to win Apple Inc permission in 2012 for Facebook to tap directly into iPhone features like pictures, as well as a 2006 advertising pact with Microsoft Corp which a year later made a seminal investment in the young company.
Now Rose is spearheading the efforts to broaden the Facebook conversation, dominated by talk of friends and family, by tying up with celebrities, news organizations and other "content" providers.
People "like to see stuff from their friends, that's where Facebook started and kind of where our origin is, but they also really like to see stuff from public voices," said Rose.
"When that type of stuff shows up in