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Case Study Facebook Submitted by Name of Student Name of Establishment Class XXXX, Section XXXX, Fall 2012

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Introduction3 Main Body..3 Conclusions6 References.8

Clients Last Name Case Study Facebook Introduction

Social networking is very popular in the modern society. Before the advent of social media sites, people across the world used the internet in order to check their e-mail and to search for information. They were primarily passive participants on the information highway of the world. But since recently everything has changed. There are literally thousands of social networks on the internet and every user can find the one that suites him/her best. The true goal of social networking is to establish relationships among people. Social networks offer them the unique and interesting opportunity to stay in touch and connection with their friends and colleagues. Millions of people across the globe log into social networks to share their thoughts and emotions with the friends. Main Body Facebook is the worlds largest social network. While having been founded in February 2004 by a Harvard University student Mark Zuckerberg and his roommates - Eduardo Saverin, Dustin Moskovitz and Chris Hughes it rapidly gained popularity among the users. Originally created as the site available only to the students of Harvard University, it shortly became opened for registration to other universities in Boston, and then for the students of all educational institutions in the USA. According to the statistical data, nowadays it is an essential part of the life to more then 800 million people all over the world (N.J. Piskorskiy et al, 2011), and the number of users is continuously growing. Facebook had 955 million monthly active users at the end of June 2012 and 552 million daily active users on average in June 2012. 543 million monthly active users used Facebook mobile products in June 2012 (Facebook Newsroom, 2012). Let us look closer at this company and try to find out the secret of its success. In a world where people have little time to spend with their friends and family, social

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networks make it easier to build up and strengthen relationships. Most people use Facebook network because they feel noticed and heard by others. It makes their day more fun and vivid. They can post pictures and videos, post comments on a friends wall or send them a message. Some of the top reasons for using Facebook include the fact that on the network you can find almost everyone you know or may have met. Facebooks prime mission is to make the world more open and connected (Facebook Newsroom, 2012). It makes the communication simpler and ruins the frontiers. The fact that Facebook is used by people of all age groups is a testament to the fact that it is user friendly. Everyone from teenagers to young adults and seniors love to log into their Facebook account every day. According to the statistical researches, 48,8% of Facebook users are female and 51,2% are male. 25,8 % of Facebook users are at the age of 18-25; 26,1% are at the age of 26-34; 20,6% are at the age of 13-17. The largest number of users comes from the United States, the United Kingdom, Turkey, France. Approximately 81% of our monthly active users are outside the U.S. and Canada (Inside Facebook, 2012). Facebook profile lets people organize and highlight the events and activities that matter most to them. People choose the information they want to share on their timeline, such as their interests, photos and work history and control who sees each piece of the content. Social networks have made the internet dynamic. Facebook makes it possible to find information quickly. People would much rather trust the opinion of a friend or even a stranger over a product description. For instance, if you want to find out whether a restaurant, a product or service is worth your time and money, all you need to do is to ask your friends. This makes it important for businesses to have a presence on social networks such as Facebook. There are many things that wouldnt even existed if people didnt network with others. Theres so much to learn that can help make the life easier or better as when people network they end up not only being warned about things that might hurt them, but also

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discovering helpful tips. By communicating the experiences with each other people can go so much further in their knowledge base. The communication on Facebook can save the time as in our busy lives, making time to meet face to face appointments sometimes doesn't fit into peoples tough schedules. Meeting others with similar interests is also quite easier. The most popular user activities on Facebook are searching for news (52,51%), entertainment (10,04%), social communication (7,72%), business (5,98%), shopping (3,68%). So that Facebook activity feed is most likely to be found in the usage of news, entertainment or social type websites (CrunchBase, 2012; BuiltWith Tchnology Look up). Facebook can be used not only as an entertainment resource, but also as business resource. People can also use Facebook in order to promote themselves. Whether you have a small business that you want to promote, or you are a band, an artist, a public figure, or an organization, you can use Facebook to promote yourself. According to Facebook, a Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages can only be created by an official representative of the business or organization, who remains anonymous. Pages are ideal for companies, brands, artists and celebrities. The cost of creation a Facebook profile for a hobby or organization is free. Facebook also offers paid advertising for the professional profiles. This will place ads around Facebook to get the profile more exposure. As Facebook audience is very diverse the appropriate ads can help the organizations reach the target audience of the business and turn them into the customers. Facebook has switched the advertising to the right hand side of the page, clearly to take advantage of the natural tendencies of people to focus on this area of the page. Marketers have already proved by using eye tracking software and split testing that the top right of a page is where the money spot is. One of the most valuable strengths of social media marketing is that companies arent just broadcasting their messages to their market. Theyre letting their market talk about them

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Facebook is an excellent tool for customer communication. It creates a central, open hub that companies can use to drive their social interaction with customers. Companies can send their message and respond to the positive and negative feedback as average user has 130 friends on the site, sends 8 friend requests per month and spends an average 15 hours and 33 minutes on Facebook per month (PR Scoup, 2011). By using sharing buttons, linked icons, and a company page it is easy to expose your brand on other relevant sites (Todd Garland; CJ Arlotta). The Facebook Platform provides a set of applications and tools which enable the thirdparty developers to integrate with the open graph whether through applications on Facebook itself or external websites and devices in order to reach millions of people. Launched on May, 24, 2007, Facebook Platform has evolved from enabling development just on Facebook.com to one also supporting integration across the web and devices (Jason Kincaid). Facebook has a range of powerful marketing tools like polls and surveys that organizations can use relatively cheaply to test the markets before investing too much time and energy into a project. With all the demographic data they have collected they will be set to compete with Google as they know everything about all their users likes, dislikes and online habits. Conclusion Facebook is clearly going to be a major player in the social media world of the future. There are huge opportunities available to those who know how to take advantage of them. Social Networking enables you to reach out to friends and classmates, relatives who migarted to other countries, and even connect to people with the same profession as yours for collaboration and discussion of ideas. It makes you a part of a worldwide community who

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Nikolay Jan Piskorskiy, Thomas R. Eisenmann, David Chen, Brian Fenstein (2011). Facebook. Harvard Business School. Retrieved from http://cb.hbsp.harvard.edu/cb/pl/14656844/14656983/6bc5632f5d44141f4a0da0d236bd4e3b Facebook Newsroom (2012). Company Info. Key facts. Retrieved from

http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 Inside Facebook. Statistical Data. Retrieved from http://www.insidefacebook.com/ BuiltWith Tchnology Look up. Facebook Activity Feed Usage Statistics 2012. Retrieved from http://trends.builtwith.com/widgets/Facebook-Activity-Feed CrunchBase. Facebook (2012). Retrieved from http://www.crunchbase.com/company/facebook PR Scoup (2011). Strengths and Weaknesses of Social Media Platforms. Retrieved from http://www.prscoup.com/634/strengths-and-weaknesses-of-social-media-platforms Todd Garland (2012). Why a Facebook ad network should focus on advertisers, not publishers. Advertising Blog. Retrieved from http://blog.buysellads.com/2012/05/why-afacebook-ad-network-should-focus-on-advertisers-not-publishers/ Jeremy Cherlet (2012). Facebook should focus on social goals. The Gateway. Retrieved from http://thegatewayonline.ca/article/view/facebook_is_useless Mary Gospe. Facebook for Organizations: Pages or Groups? KickStart Alliance. Retrieved from http://www.kickstartall.com/documents/KS_Articles/FacebookforOrgs.html Jason Kincaid (2011). Facebook Now Has 750 Million Users. TechCrunch. Retrieved from http://techcrunch.com/2011/06/23/facebook-750-million-users/ CJ Arlotta (2011). 40% of Facebook Users are Zynda UsersSocial Times. Retrieved from http://socialtimes.com/40-of-facebook-users-are-zynga-users-just-zynga_b58301 Nicholas Carlson (2009). Everything You Wanted To Know About Facebook's Revenue

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http://articles.businessinsider.com/2009-07-02/tech/30001852_1_facebook-ad-deal-revenue Danah M. Boyd, Nicole B. Ellison (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11.

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html Why do people use Facebook? Read write web. Retrieved from

http://www.readwriteweb.com/archives/study_why_do_people_use_facebook.php Emil Protalinski. Why do people use Facebook? Retrieved from

http://www.zdnet.com/blog/facebook/why-do-people-use-facebook-study/7453