Facebook had an extraordinary year in 2010, bringing in $2 billion in revenue, being named best place to work and seeing Mark Zuckerberg named Time magazine’s Person of the Year. One key strategy that drove that success, as Zuckerberg made clear when he announced Facebook Social Inbox, was that the company built a platform that adapted to its most active users.
For Facebook, the most active users are students in college and secondary school. Zuckerberg hit on Social Inbox after high school students told him email was too slow. So it’s no surprise that the top status trend for 2010 – that is, the term whose usage in status updates grew the most this year – was “HMU.”
If you didn’t know what HMU meant before this week, you’re probably not in Facebook’s most active demographic. It isn’t a big part of the vocabulary of most people past their 20s; if you do use it, the older you are the more you risk looking like you’re trying too hard to be cool. Here’s how the British newspaper the Independent spelled it out:
The most popular phrase of 2010 was the (most likely) teenage expression “HMU,” short for “hit me up” or simply “contact me.”
HMU was so foreign to the editors at the Independent, they needed a definition to explain their definition. Facebook’s blog discussing the top status trend described it as a surprise, and its own explanation shows how the term seems to have grown out of student life.