Alliance Wins First Unlock - 10%

http://fortune.worldofwarcraft.com/

Figures. Websites favor blue lions over red... sharp... things.

For realsies though, your interactions on the site with your chosen faction directly influence how fast the items unlock. If you want horde unlocks to go faster, get involved.

what happens if you think Facebook is one of the many cancers killing the internet and you avoid it like the plague?

I don't know. I guess you either realize it's not worth wasting effort on hating things, or you don't. Either way you can enjoy the unlockables that come out of the site.