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FORTUNE -- Facebook is known for creating the most popular social networking tool, not designing hardware. But the company has taken a do-it-yourself approach to building out its data centers and the servers and racks that fill them. The result? Data centers that are 38% more efficient and 24% cheaper than average, according to Frank Frankovsky, director of hardware design and supply chain at Facebook.

In the hopes of driving the cost down further, Facebook has even "open sourced" its designs -- making it possible for anyone to contribute to (and replicate) what its engineers have built. Last week, as most of the business world speculated on the social networking site's upcoming IPO, Facebook held a conference for its Open Compute Project, a consortium that now includes the likes of Hewlett-Packard (HPQ), Dell (DELL) and AMD (AMD). We caught up with Frankovsky to find out more about Facebook's open source strategy and what's next for the Open Compute Project.

FORTUNE: Why did you start the Open Compute Project?

Frankovsky: When we designed and built our first data center, we exceeded even some of our own internal goals. And we immediately thought it would be unnatural not to share this because we've all benefited so much from open source software like the infrastructure software we've built our business on. This is why our software engineers can focus on innovation every day, on making the world more connected. We don't need to go and reinvent an operating system. So we thought, let's go and open source the hardware space so that we can give back too. Also, no single company is ever going to have all of the best brainpower in the entire industry under one roof. By open sourcing, you can get the industry's best brainpower focused together. You get a bunch of great ideas, and it accelerates the pace of innovation.

A lot of companies fight standardization and commoditization. How have traditional suppliers reacted to Open Compute?

While the initial reaction might have been resistance, these are great innovation companies and they know that at some point in order to remain competitive and successful you have to reinvent yourself.

Are there any other efforts out there to open source data center hardware?

We have partnerships with a whole bunch of other projects , but we are specifically focused on the hardware design in the data center, and to my knowledge there are no other projects specifically around this. The old method is to keep all your cards close to your chest without sharing. The biggest project that inspired me and all of us at Facebook to get involved is the open source operating system Linux and the impact it had on the market. We want to have a similar impact on hardware.

Are there technologies that you won't "open source" and share with others?

We think really, really carefully about what we open source. We've shared how we pick data center sites. But when we open sourced our data center blueprints we didn't include the main point of entry for fiber runswe felt it was a security issue. So there are some things like that that we don't put out in the open. But that's really because we need to defend ourselves and our end users. The thing we won't open source are the key innovations we have in the application space. Those are the unique things that differentiate Facebook and the reason more than 900 million people come to Facebook. Intel is one of the founding members of the Open Compute Project. It also happens to have one of the richest IP portfolios in the industry. Intel's engineers have made significant contributions [to Open Compute] but we wouldn't expect them to share how they design CPUs.

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The other field Facebook wants to revolutionize

NEW YORK, May 10, 2012 /PRNewswire/ --Online social gaming has become a major moneymaker and is going to continue to grow, though the rate of growth is slowing considerably, according to a new national consumer study by Frank N. Magid Associates conducted in late March of 2012.

The research, conducted as part of the Magid Media Futures 2012 study, found social network gaming user growth has slowed in the United States. About two in five (38%) social network users, up slightly from 36% in '11, say they regularly play games on social networks. Social network gaming has decreased among its primary demographic, females age 12-44, with less than 43% of users age 12-17 (down from 54% in 2011) and about 36% of users 25-44 (down from 40% in 2011) reporting playing on a weekly basis.

However, there have been substantial increases in older age groups playing social games online, including males age 45-54 (up 15% from 2011) and 55-64 (up 9% from 2011), and females 45-54 (up 9% from 2011) and 55-64 (up 10% from 2011).

The Magid study also reports that consumers playing social network games say they will decrease the amount of money they spend on such games over the next 12 months. The average social network gamer who spends money on these games indicates that they are spending $51 vs. $78 last year on average. This year 34% of gamers say they are planning to spend less on social games in the next year vs. 22% who say they will spend more.

Consumers who play games on video game consoles indicate they expect to increase their spending on console games. One area expected to see an increase in spending in particular is Downloadable Content (DLC) for gaming consoles. A third of console gamers (33%) say they have bought DLC in the past with the average DLC consumer currently spending about $50 per year. Spending is expected to grow in the next year to 45% of gamers. This percentage includes those individuals who have not bought DLC in the past but plan on buying in the near future.

In order to buy DLC a gamer needs to have a console that is connected to the Internet. More than two-thirds of Xbox and PlayStation gamers in the U.S. go online multiple times a week using their console. Non-gaming activities now account for about a third of all time spent online on a connected console among those gamers. According to console gamers, online access is driving more spending and playing on their console. Online play has shown no signs of slowing; in fact online console player penetration is likely to grow by 10% or more next year as more console players are connecting for the first time.

Additionally, consumers clearly want cross-platform connectivity, with more than half of Xbox and PS3 owners wanting access to their game networks via their mobile phones.

About Frank N. Magid Associates

Frank N. Magid Associates, Inc. is a leading research-based consulting firm that helps its clients become more profitable by solving problems and helping them take advantage of opportunities. We are unique because for 55 years we have carefully studied human behavior and how communication affects it. We possess an uncanny understanding of what and how marketing and communication will motivate people to behave in certain ways. We leverage this keen understanding of consumers, our practical operational expertise and network of industry leaders to help clients across industries successfully develop and market products and services. Frank N. Magid Associates serves its' clients through corporate offices in Minneapolis, New York, Los Angeles, Chicago, Dallas, Atlanta, San Francisco and Marion, Iowa.

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Magid National Study Finds Social Networking Gaming Growth is Slowing

For political parties in Dallas, social networking sites like Facebook, Twitter, and YouTube have become valuable tools for communication and winning votes. The opportunities offered by these sites made a big difference in the 2008 elections, and many hope to capitalize on them again in November of 2010.

For Democrats, social networking connects to voters they need to target. "In 2008, we saw a whole new set of voters come in," according to Steve Tillery, executive director of the Dallas County Democratic Party. "A lot of local candidates had been using it, and there was lots of chatter there. We decided we needed to get in on this and build some excitement."

"It's helped in a few ways," Dallas County Republican Party chairman Jonathan Neerman said of social networking. "We've become more nimble in our communication tactics. When news breaks, you can quickly notify your entire mail list. It has also helped us reach out to different audiences."

The Democratic and Republican Parties both utilize Facebook, mostly to pass along political news of local interest and to promote their candidates. It has also been an effective fund-raising tool for Republicans. During a recent Dallas visit by Speaker of the House Nancy Pelosi, the county GOP used Facebook to promote a "money-bomb," a concentrated money-raising effort. Supporters were asked to contribute to the party in a "money-bomb" to counter Pelosi's local fund-raising efforts. All told, county Republicans raised over $10,000.

According to Tillery, the county Democratic party does not use social networking for fund-raising. "It just hasn't been successful for us," he said. What has worked for Democrats, he said, is using Facebook to organize volunteer efforts. During several recent neighborhood walks to "get out the vote," over 100 volunteers turned out, largely due to word on Facebook.

Some candidates also use social networking as a fund-raising tool. Stephen Broden, who is running for the U.S. House of Representatives in District 30 (Texas), uses Facebook and Twitter to communicate with supporters, even those outside his district. Many of them use links on his Facebook page to contribute to his campaign.

YouTube may be an entertainment source for most, but it has become a powerful political tool as well. The Dallas County Republican Party has used their official YouTube channel (dallascountygop) to post news stories, videos from rallies and speeches, and even original viral videos. When chairman Jonathan Neerman posted a video of his young daughter delivering yard signs, the response was instant. "We had people calling us wanting to have my daughter deliver signs to them," he said.

The Dallas County Democratic Party also has an official channel (dallascountydems2010) that shares videos of recent neighborhood walks in Dallas. The Dallas County Young Democrats posted a series of videos called "Meet the Democrats," featuring local candidates speaking from the heart about why they are running.

Twitter has been an especially effective tool used by candidates to keep in touch with supporters, and even make news. When Debra Medina was running for governor, she often made announcements via Twitter, ahead of traditional press releases.

As both parties look to make the most of their social networks, the big question is what comes next. "I want to know what is going to be the next big thing we will have to get into," Tillery said. "What is going to replace Facebook and Twitter?"

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Dallas Political Parties Use Social Networking to Reach Voters

CLEARWATER, Fla., May 8, 2012 /PRNewswire/ -- GFI Software today released its VIPRE Report for April 2012, a collection of the 10 most prevalent threat detections encountered last month. In April, cybercriminals were seen exploiting users of major social networking sites including Facebook , Twitter, Tumblr and Pinterest in order to spread malware and spam surveys.

(Logo: http://photos.prnewswire.com/prnh/20120330/NE79547LOGO )

"In the same way that the popularity of social networking sites makes them a widely accepted tool for businesses to reach customers and elevate brand awareness, it also appeals to cybercriminals seeking a large pool of captive users to be targeted for malware and spam attacks," said Christopher Boyd, senior threat researcher at GFI Software. "Established sites like Facebook and Twitter have long been a breeding ground for new cyber-attacks, but now we are seeing scammers taking an interest in the popularity of newer sites like Pinterest in order to catch victims off guard and trick them into clicking on something they shouldn't."

Twitter users were the quarry of cybercriminals looking to distribute fake antivirus applications during a particularly vicious spam run which tweeted a link labeled "must-see" from numerous compromised accounts and spam-bots. Followers unlucky enough to click on the links were directed to a site infected with a fake antivirus program. Once installed, the program constantly alerted users that their machine was infected and requested payment to clean up the system. The next day, additional links used the Blackhole exploit kit to infect victims' machines with malware before automatically sending them to a site that was hosting another scareware program called "Windows Antivirus Patch."

Twitter was also used as a platform to take advantage of users on Pinterest, a social networking site which is rapidly gaining popularity. A spam campaign using the account "Pinterestdep" claimed to be offering Visa gift cards to users willing to provide their opinions about Pinterest. Instead of being directed to a user feedback form, victims were sent to a site which required them to complete up to 11 reward offers and to refer three friends to do so as well. Scammers also took advantage of Tumblr users who mistakenly entered "Tublr" into their web browser when attempting to access the popular micro-blogging site and redirected them to a message that claimed the victim had been selected as a "daily winner." Like the scam on Pinterest, the victim was then asked to fill out surveys or complete other offers in order to claim the prize.

In a rehash of a popular lure used previously on Facebook and MySpace, scammers tricked users into installing a fake application which promised to show them a list of people who had viewed their profile. The application did little more than tag the victim's friends in a spam image in order to spread the fake application among their network and serve them with surveys that generate affiliate cash for the scammer.

"With countless studies being released which point to the regularity with which users are visiting their favorite social networking sites, it should come as no surprise that cybercriminals see these sites as prime targets for their attacks as they look to reach as many people as possible," continued Boyd.

Top 10 Threat Detections for April GFI's top 10 threat detection list is compiled from collected scan data of tens of thousands of GFI VIPRE Antivirus customers who are part of GFI's ThreatNet automated threat tracking system. ThreatNet statistics revealed that Trojans remained the most used attack method in April 2012, taking four of the top 10 spots.

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GFI Labs Observes Cybercriminals Targeting Users of Major Social Networking Sites in April

By Callum Borchers, Globe Correspondent

President Obama expanded his social networking repertoire Tuesday by joining Pinterest, the scrapbook-style website where users can pin messages, photographs and videos to virtual boards.

So far, the president has eight boards, or categories of pins. One, called Just the facts, includes three pins promoting Obamas signature health care law, whose constitutionality was debated in oral arguments before the Supreme Court this week.

But most of Obamas new Pinterest boards, managed by his campaign staff, are devoted to lighter fare: Obama-inspired recipes and Pet Lovers for Obama.

A majority of Pinterest users are young and female, a demographic the Obama campaign began targeting more heavily this month. Four years ago, Obama earned 56 percent of the female vote.

During the 2008 election and since, Obama has embraced social media as a way to connect with voters. He has more than 13 million Twitter followers and almost 26 million Facebook likes. The Obama campaign used Twitter to announce that the president had joined Pinterest.

By 4 p.m. Wednesday, he had more than 7,000 followers.

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President Obama joins Pinterest, the social networking website popular among young women