Case: Facebook Group 8 Semenov Andrey Reztsov Vladimir Romanov Stanislav - leader Ponomarenko Polina Bodareva Gelena Questions

: Why do people use Facebook and what do they do when they are there? Facebook has now become the most popular social net in the world, providing wide range of different communicational sources. It has also become an inseparable part of life of millions of users all over the planet. It is a kind of the XXI century phenomenon, which connects about 800 million users and strongly influences their lifestyle. What is more, it has even become a great value in political life – let’s remind ourselves the events of so-called “Arabic Spring”, when millions of people were mobilized in a very short period of time using only social nets such as Facebook. So what are the reasons of using Facebook and its great popularity? Let me quote one of millions of Facebook users: “I think Facebook will start emerging as a prime social networking choice for the over twenty crowd. I always hated Myspace but I’m a fanatical Facebook user. People have asked me why I like it so much better… better features, a lack of ability to put horrid graphics and machine freezing midis on the pages and it seems a bit more secure and networking friendly to me. Plus, photo capabilities, event capabilities – for various reasons, Facebook is a social networking site I actually use. I think it’s the Myspace for the twenty-thirty generation and expect to see it pick up steam.” So, considering everything mentioned before, let’s try to formulate some main advantages of this net in comparison with others. 1. A uniform design 2. Tagging rules 3. Easy blog imports

Google AdWords for one. when a great number of users were dissatisfied because all photos they posted appeared in this Feed. Evaluate the success of advertising on Facebook and social failures. follow some organization’s and celebrities’ pages and write statuses of what you are doing or what you think. matches keywords on the pages of Google search results. . This problem is still one of the most up to date. whereas Facebook Ads can match specifics in a user profile. Non obnoxious advertising 5. different businesses can zero in on a select portion of some half a billion users according to their interests and demographics. By placing ads on Facebook. Better privacy. Evaluate the success of Facebook fan pages. Facebook is also known for its Applications where you could spend hours of time. 2. Many people log on to Facebook primarily for fun. but businesses are increasingly turning to the social networking site as an advertising gold mine. Facebook also faced that kind of problems. The second part of this question is what people usually do on this website. These are the main reasons why people prefer using Facebook instead of other sovial networks. Facebook advertising involves different considerations than other online ad platforms do. According to the text of the case. like or dislike different pictures and thoughts. people now spend 30% more time in FB after introduction of News Feed. where they can see all the latest news of their friends. You can actually segment your pictures into albums and do bulk uploads 6.4. The main social failure of social nets is almost the low level of privacy and risk of using private content by undesirable people or services. But this problem had soon been solved. Photo storing capabilities that rivals Flickr pro accounts. 3. for example while introducing the News Feed. but also to give information about yourself – to post photos. The main idea is that it allows not only to keep in touch with your university mates. Another problem is fishing – hackers steal passwords of users and use their pages for illegal advertising.

4. with a layer of social integration. with over 10 social plugins available to the public (and free of charge). Others who follow their personal pages can find links to the fan page through their Info tab. website owners need to decide how best to utilize the available tools for their businesses. It is easier to maintain a fan page since it functions much like the personal pages. The social network has been developing tools to assist in the spread of this vision since the introduction of the Open Graph in 2009. It is actually a very ineffective way of sending out messages. Are there any downsides to receiving public feedback from customers on Company pages? Facebook has a grand vision: to connect the entire Internet. so really there is no real great way to message your fans. Evaluate Facebook company presence. and every website on it. Examples of successful usage of these services: . but you can't send out private messages to your fans. Visitors to the page can also see how many fans have pressed "like" on the page so they know how popular it is becoming. There is a wall where fans can leave messages and someone maintaining the page can respond to them. So it is really easy-to-use and you can always keep in touch with your best-loved celebrities.A fan page on Facebook is very similar to a regular account page maintained by an individual person. Most businesses should consider having one! People who want to become a fan of the page press the "like" button and then it shows on their own Facebook account that they are a fan of this page. You can send updates. which leads other people directly to the page and hopefully encourages more fans. Facebook for Website. but they do not go through the messaging system and there is no clear alert on the recipient's page that tells them the alert is there. They can respond either as themselves or as the fan page generically. Now.

000 websites have integrated with Facebook Platform More than 100 million Facebook users engage with Facebook on external websites every month 6. Most of successful multinational corporations already have their own pages on facebook. we doubt if there are any. Facebook multi-sided platform and monetization. Facebook platform is a powerful set of tools designed to help partners and developers build social experiences centered around a person's friends. according to a filing Wednesday with the Securities and Exchange Commission. Users coming to NHL. but also across the web on apps. Facebook Platform statistics as of May 2010      More than one million developers and entrepreneurs from more than 180 countries More than 550. As for minuses of receiving feedback from customers. Coke continues to grow its fan base at nearly 3% monthly. Facebook revealed that 15 million users paid for virtual goods on the platform in from Facebook spend 85% more time. websites and mobile devices. With over 34 million fans. So what Facebook can offer for your website is a definite key to success. .com. read 90% more articles and watch 85% more videos than a non-connected user. it surely works.   The average media site integrated with Facebook has seen a 300% increase in referral traffic. for example the Coca-Cola Corporation was the brand with the largest presence on Facebook in August 2011.000 active applications currently on Facebook Platform Every month. Outdoor sporting goods retailer Giantnerd. Evaluate Facebook saw a 100% increase in revenue from Facebook within two weeks of adding the Like button. So if such giants as Coke have their own pages. 5. more than 70% of Facebook users engage with Platform applications More than 250. This introduction had a rather fast growth: during the first half of a year the number of applications was 13000. These Platform products enable people to share the things they’re doing not just on Facebook.

Digital strategy: In the fields of strategic management. This concerns developers and could concern investors ahead of the company’s initial public offering.This is less than 2 percent of the social network’s 845 million monthly active users. new product/market exploration. to more marketing and customer-focused efforts such as web sites. Comment streams run down the center of the page. Social strategy: . digital strategy is the process of specifying an organization's vision. which considers the broader opportunities and risks that digital potentially creates (e. flanked by groups on the left and friend suggestions on the right. innovation and governance. enterprise technology architectures and processes. opportunities and initiatives in order to maximize the business benefits of digital initiatives to the organization. Facebook users should be quite comfortable with Google+.g. but it still seems to be struggling to monetize it beyond advertising. eCommerce. called “circles. A big draw of Google+ is the way it forces users to separate family. just as on Facebook. because the layout is nearly identical. goals. These can range from an enterprise focus. Compare Facebook and Google+. sales and service optimization. mobile.” Users can create their own custom circles and add people.154 billion in revenue came from advertising. and acquaintances into separate groups. site and search engine optimization. and advertising. Facebook has focused on creating platform upon which developers can build games and apps. The remaining $3. In Google+ all this features are easier to use and it is the fastest growing social network. Chat windows appear in the bottom-right corner. Payments from virtual goods and other fees made up $557 million or about 15 percent of total revenue in 2011.. marketing strategy and operational strategy. What is the difference between Social strategy and Digital strategy? Your (or Company) Project Digital and Social Strategy (200 words). friends. collaboration. 8. changes in the publishing industry) and often includes customer intelligence. social. 7.

Think big and think broad. . Don’t be afraid to colour outside the lines and integrate different tools in order to create a smooth-flowing.The manipulation of these social tools is what you would call a social strategy. to completely understand their likes. cohesive strategy. with a low brand value in the long term. A carefully and intricately designed social strategy will do quite the opposite. Find out the most effective combination. dislikes. offering long-term brand recognition and the potential to expand from an existing campaign into something bigger and better in the future. The second step is matching this data with your social tools. and how they like to receive information. Too many businesses are focussing their efforts on the tools and not strategy – creating static accounts and not making the effort to integrate the content. This involves studying audience behaviour and trends. Campaigns like these tend to have very short life spans.

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