The benefit of social applications, Campos said, is it allows people to find relevant information which therefore produces more benefit -- something that has become increasingly difficult through conventional technologies such as search as information continuously moves in and out of the Web.

"We have to graph relationships between information and people and leverage that for the next generation."

Some 70 per cent of Facebook's back office infrastructure runs on software-as-a-service (SaaS) technology.

"And the majority of those are running on Force.com," Campos said.

"Even in finance, we have fully adopted the Cloud."