Sure, diamonds are forever. But Facebook is right now.

Social media is addicting – and can get even burglars confused about their original goal.

One Philadelphia thief was in the process of robbing a home, grabbing some diamond rings, but he saw a desktop computer in the home – and got distracted. He decided to logged on to Facebook to check things out.

That was a easy way for cops to track and apprehend the crook.

"One word of advice," said a joking Sheryl Sandberg, chief operating officer of Facebook, in speaking at the Nielsen 360 conference in Las Vegas. "There's a mobile application."

Facebook has 100 million users in the U.S. and 500 million worldwide. Sandberg says an outstanding number -- 50% – of those users come back to check their pages everyday.

One diamond burglar in Philadelphia was one of them.

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