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ABSTRACT:
The advent of social media has not only helped a very smooth propagation of the motives of the
brand that it aims at conveying itself to its consumer audience but also helps to gain and retain
upon their consumer base. It has been a major factor in shaping up and conducting sales in
majority of small & medium scale businesses. Many budding entrepreneurial initiatives within
Pakistan now recognize social media as a platform which can help them build a solid foundation
for representation as well as conduct of their businesses and nurture strong growth without
staking much. Similarly, for established brands within Pakistan, social media has become a
major source of expression and branding for their concerned audience. Their behavior on the
platform as large scale organizations is what excites, inspires or de-motivates, helps educate &
learn and subsequently may either help them thrive at gaining their overall business objectives or
break their repute among consumers.
Social media is dominantly becoming a routine fixture among consumers from all walks of life,
not just within Pakistan but the world as a whole. Social media tools have helped brands translate
their aims, image and motives at a daily basis. It has bought consumers closer to their brands
with the impact of a click. Marketing, especially promotion work within that arena, using this
non-conventional tool in Pakistan that is steadily gaining a strong prominent place within all
corners of the business arena of this region, has continuously shaped towards more convenience
for business use to help brands operate better and subsequently growing to becoming more
competitive than ever. However, the utilization of social media by organizations is not merely
aimed at promoting brand image in a more lively and consistent manner but also has become a
key influence towards conducting or closing sales, especially for medium and small scaled
businesses.Not only in Pakistan but on the worldwide arena too, Business managers that are
using or beginning to use social media for the benefit of their businesses, sometimes find the use
of social media for businesses as a passing fad or feel that social media tools are not relevant for
their business or find it difficult to see the value of social media for business purposes. This
research paper is aimed at expressing clarity over optimization in use of Facebook in Pakistan for
small scale businesses with the view that optimum revenue generation is among the prime
ambitions of any for-profit business, regardless of its magnitude.
II
DECLERATION FORM:
We, Bilal Muneer and Junaid Shah, hereby declare that the thesis titled the utility of Facebook
with view of maximum revenue optimization for small scale businesses in Pakistan is submitted
by us in fulfillment of the requirements for the degree of BBA-(H). This thesis represents
research carried out at Iqra University Islamabad Campus and aims encouraging discussion and
comment. The observations and viewpoints expressed are the sole responsibility of the authors. It
does not necessarily represent the position if Iqra University Islamabad Campus or its faculty.
We also understand that if evidence of plagiarism is found in our thesis at any stage, even after
award of a degree, the work maybe cancelled and the degree revoked.
III
DEDICATION:
We would like to thank Allah, for making providing us the opportunity to learn and be educated
to a very good quality. We would like dedicate this thesis to our respective parents (and siblings)
who have been a great source of inspiration throughout our respective lives and they have
provided us with utmost support in every manner, enabling us be what we are today. We would
also like to dedicate this thesis to our honorable teachers who not only helped us learn and be
educated but also were very loving and supportive throughout.
IV
ACKNOWLEDGEMENT:
After acknowledging the blessings of Allah in helping us in our efforts, we would like to thank
all of the other helping hands who were with us in making of this report a possibility.
We would like to thank our supervisor Dr.Zeeshan Bhatti, for his consistence, advice and support
given during the writing up of this thesis. His patience and constant feedback have been
inspiration in finalizing. We would also like to thank the present and the past head of department
of the management sciences department of Iqra University Islamabad campus, for giving us the
opportunity to carry this knowledge-full study. We would also like to acknowledge the research
coordinators for facilitating us during the process.
Without their encouragement and support, this study would have been a cropper.
V
TABLE OF CONTENTS
ABSTRACT .. II
DECLERATION FORM . III
DEDICATION . IV
ACKNOWLEDGEMENT V
CHAPTERS
1. INRODUCTION
1.1 Background 1
1.2 Problem Identification ... 3
1.3 Problem Statement . 6
1.4 Rationale of study .. 7
1.5 Objective of study.. 9
3. METHODOLOGY
3.1 Fundamentals of this research paper 46
3.2 Population and sample . 47
3.3 Reliability and validity . 48
3.4 Research and data collection procedure... 48
3.5 Data analysis technique 49
4. RESEARCH REVIEW
4.1 Results and discussion . 50
4.2 Our orientation . 55
5. CONCLUSIVE ANALYSIS
5.1 Prominent reflective analysis ... 56
5.2 Conclusion ... 62
5.3 Limitations of the study ... 63
5.4 Future research . 64
References .... 65
Interview Questionnaire ... 67
CHAPTER 1
INTRODUCTION
1.1 Background:
Social media is essentially, a tool for communication on the internet (Kaplan and Heinlein,
2010). It is a platform that allows users to exhibit expression via video, text, graphic, etc.
Social media is accelerating at a very swift pace in terms of its usage. There are
approximately 7 billion people on earth and earlier this year and The Next Web
incorporated, confirmed in January this year that Facebook alone has 1.2 billion registered
users. Online social media services have become a regular part of the lives of masses around
the globe.
Big business players in the global arena are making use of their muscle on the social media
platform to engage with the consumer audience in a much more effective manner, in turn,
allowing them to gain better results with reference to their business aims.
As Pakistan grows towards urbanization and internet connectivity grows, masses within the
nation, even in the underdeveloped regions, are growing towards usage along with a good
deal of familiarization as well as regular usage of the tool.
The increase of internet usage by business owners and entrepreneurs among urban cities to
evolve their business models around social media for prominence is an indicator of the
standing of social media within the local arena. The fact that social media merely came into
prominent existence only a few years back highlights the growth & acceptance rate of it.
The inquisitive nature of business owners, especially within Pakistan, that choose to make
use of social media, is naturally directed towards making more concrete judgments that can
lead to more direct and measurable business benefit.
Business owners as well as managers naturally require assurance that is backed up with
concrete logic and facts with regards to the phenomenon that phrases such as Facebook me
are not just a trending tad of the time. Pakistan is the 6th largest nation in the world with
regards to the population that it has. Facebook has been around for more than a decade now
and 1/7th of the people on earth use it every day. Their concern in effect as business owners,
stands directed towards ensuring a more reliable and more dependable solution towards
social media usage, one that can not only amplify their business gains but also preferably
help them track down the cause & effect of social media marketing to assure them of their
faith on social media for the benefit of their business.
In similar light, brands that look towards efficient and productive sources of promotion to
communicate and express themselves in a more useful tone. This is precisely why they have
arrived at recognition of the opportunity that social media presents to them, even in an arena
like Pakistan. More so, all organizations throughout the globe, which identify themselves as
brands, have serious presence on Facebook, the biggest social media platform in the world.
In addition to that, Social media and in specific, Facebook is also now categorized by experts
as one of the most cost effective sources of marketing & promotion in the world in terms of
return on investment. Brands in Pakistan, regardless of their scale or category, weather
serving business to business (B2B) or business to consumer (B2C), are now working on their
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branding with regards to their social media presence and the trend is growing at a healthy rate
throughout the country. So brands, enterprises and organizations of just about every scale,
recognize now that one of the most important business aspects within any business, i.e.
marketing, is something that can be achieved in a highly effective and efficient manner via
appropriate utilization of social media and in specific, Facebook.
1.2 Problem Identification:
Within any business, the aspect of return on investment (RIO) is a major figure of concern.
Knowing that marketing is a key factor towards driving sales and subsequently triggering
profitability, it is especially out of capacity of small and medium scale businesses to expand
upon spending towards marketing. Given that, we must take into account that Pakistan has
approximately 20 million people that account as internet users, which is about 1/10 of the
countrys population along with an e-commerce industry being a $25 million market as it
stands, presenting with very strong and vast growth opportunity (Percentage of individuals
using the internet, 2013).Pakistan Software Houses Association for IT for IT & ITES
(P@SHA) indicates that the humongous amount of daily time spent by an average Facebook
user ranges from 20 to 45 minutes to things varying from learning and linking to their
favorite brands or see which are those that are trending new (P@SHA, 2013). It can be safely
said that Facebook is a vibrant arena for consumers even within Pakistan. Facebook is a
platform with a stronghold among Pakistani consumers of all kinds along with a very
impressive growth rate in terms of its consumer usage (i.e. content created and shared along
with user reactivity) too.
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As much as the branding, small and medium scale organizations or business groups within
the urban front of Pakistan utilize social media for all major marketing domains, including
their consumer audience research, the conduct and optimization of sales along with customer
service and relations. Other than that, word of mouth within any business setting in any
business environment plays a major role in making or breaking an industry, let alone a single
business entity. Similarly, the electronic word of mouth (eWoM), which is the phenomenon
that translates as the flow of a message circulates past individuals from different corners on
the globe via the internet, also plays an equally important impact upon business performance.
At the core of it, Social media marketing is supposed to bring your concerned consumer
audience to your website, which is your point of sale (Trattner, C and Kappe.F, 2013). For
small and medium scale businesses, Social media is not only one the most cost effective tools
to their respective business but is also among one of the rare tools that offer diverse ways to
put forth with the a strong presence within their concerned market along with carrying out an
expression towards their consumer audience as well as their competitors, something that
budding or established entrepreneurs within Pakistan today are rapidly recognizing this
factor.
In addition to that, many brands have seen themselves strive with not entirely being able to
make appropriate use of social media to tap into their concerned audience and create an
enthralling presence.
Within
Pakistans
$25
million
online
market,
Sialkot,
Karachi,
Faisalabad,
Islamabad/Rawalpindi, Gujranwala and Lahore constitute for a little more than 83.3% of the
nations broadband users according to the Universal Service Fund (USF, 2013) and the
online business consumer market from within these cities marks approximately 80% of the
revenue base for e-commerce within Pakistan. On similar lines, Launchpad Interactive, a
digital solutions based company in Islamabad, points out that Pakistans current Facebook
user base of approximately a little above 10 million is growing at a rate of 3% a year for now
but the growth rate would accelerate to a high degree in the near times (Branding Bees,
2012).With that in view, some brands have done well and benefited with the existence of
social media yet most. Others within the business community glaringly realize the
importance of social media presence (especially on Facebook) and are learning to make
appropriate use of the platform and to gain substantial benefits through it. Brands, no matter
how young or old, can educate the masses with regards to their products/service and get them
to adopt things/notions that they aim at. Not doing so puts these brands at a serious
disadvantage.
The inspection of matters such as profitability, brand popularity, brand influence and brand
recognition, altogether critical factors that may be labeled as social media propagation
factors towards the success or failure of a business of any magnitude, is a vital standpoint
especially with the advent of social media to the business scenario of Pakistan. Investigation
upon growth of business benefits and profitability, more so influenced by propagation efforts
at Facebook at the end of small as well as medium scale businesses is what this thesis paper
primarily revolves around.
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In other words, it is a figuration of how Facebook can help small and medium scale
entrepreneurship initiatives to help them grow and find sustainability towards their business
direction in Pakistan.
We naturally recognize that in Pakistan, more probably than any other place in the world,
small scale businesses find it hard to go with a proper strength marketing strategy due to
financial constraints that presents themselves to small scale businesses and this is where
Facebook, a brilliant tool of expression and communication, falls in as a critical solution.
Thenceforth, the manners in which propagation of business ambitions, especially for profit
gains, through social media for small scale businesses and entrepreneurial structures within
infancy or at a matured stage, is the prime phenomenon that this research paper looks to
bring useful additions to.
1.3 Problem Statement:
In light of the previous section that established the nature of the domain of our concern, this
thesis is aimed at addressing the following research question:
For small and medium scale businesses or entrepreneurial ventures/initiatives within
Pakistan, what would be best generic ways towards profit maximization by the utility of
Facebook with the prospective of marketing?
The rationale of study would be a highlight of the core logic and reason base regarding the
problem statement mentioned above, around which our research would revolve around.
Following the rationale of study, would be the objective of study section which is directed
to bring forth pointers that lead towards answering our research question.
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Within Pakistans business environment, although social media has established itself as an
undoubtedly strong and integral part of business of any kind or magnitude, most particularly
within urban regions as 74% of Pakistans internet users constitute from urban regions, yet a
commonly noticeable problem at the end of the business owners and managers is clarity
regarding the orientation in terms of optimal use of Facebook towards maximum business
growth and subsequent profitability. There is a strong sense of alienation that prevails among
business owners/managers, as the aim of this thesis is to bring forth possible generic
directives via utility of Facebook that can be of utmost benefits specifically with reference to
profitability among small scale businesses within Pakistan.
Social media is also sometimes categorized as a guerilla marketing platform, bringing
forward the fact that brand promotion, propagation, advocacy and influence are some of the
many important factors that social media covers, with little subsequent monetary
expenditure. Given the eco-system of Pakistan, where the economy of the nation can boost
tremendously via a channelized entrepreneurial outburst, however holding undeniable factors
such as the number of opportunities might be few and far between, where there might be very
few supporting factors and deteriorating elements account as numerous, in turn making it
difficult to perform one of the fundamentals dimensions within any business, which is
marketing. Thus, within the circumstances and the nature of the tool along with the
inclination of the audience towards it, Facebook and its use plays a crucial part for
entrepreneurs and small scale businesses among others, which exactly what this report is
aimed to bring an effectively useful introspection towards.
8
There are several objectives of this study and they are as following -
I. What literature says on Facebook work aimed towards profit generation via
Facebook
II. How Facebook's architecture works toward business based working on the
network itself.
III. How Pakistan based businesses are generally going about with reference to their
work on Facebook.
IV. Most effective applicable business tools for businesses on Facebook based
business work within Pakistan.
V. Best viable global practices in motion with reference to businesses on Facebook
for Pakistan based business managers.
CHAPTER 2
LITERATURE REVIEW AND THE CONCEPTUAL FRAMEWORK OF
THE RESEARCH
2.1 Empirical Literature:
2.1.1 Social media and its cline in Pakistan
At the core of it, Social media marketing is supposed to bring your concerned consumer
audience to your web-portal, website or domain within the web space that you want to
designate your point of sale or a final step follow-up to it in case your business point of
sale does not exist on the World Wide Web at all.
Marketing attempts and methods have increasingly become much more than being overly
oriented towards strength towards promotion and fossilization of presence. Organizations
now, regardless of their magnitude of existence, have excessively moved towards
association with their consumer base in a more consistent manner with ambition to
become a regular part of the very life style of their consumer audience. Thus whatever the
point Social media is one tool that allows individuals to exhibit themselves via video,
graphic or text and in several vibrant ways even within each one of these. Social media is
essentially, a tool for communication on the internet (ITB Berlin, 2014).
10
11
12
Even within Pakistan, The strength of social media and in specific, Facebook, is clearly an
undeniable factor, especially among the urban regions. We must note that Pakistan has
approximately 20 million people that account as internet users, which is about 1/10 of the
countrys population along with an e-commerce industry being a $25 million market as it
stands, presenting with very strong and vast growth opportunity (Percentage of individuals
using the internet, June 2013).
2.1.2 Modern day social media landscape
Social Media marketing is a massive tool that can bring profitability to an organization if
used in the appropriate manner. The most popular and widely used social media tools
include Facebook, Twitter, LinkedIn and YouTube. Although Facebook stands as the most
used social media network site (as well as one of the most visited site globally) yet
research on social media marketing has indicated that marketers would be making
YouTube their top priority for marketing in 2012, consequently investing more in video
making and relevant material. Marketers identify social media marketing as a vital tool
that helps them to attain business exposure and gaining popularity for their company
among the consumer market.
Research also indicates that on a comparative basis that sole proprietors or small business
owners (especially those with 2 or more employees working for them) find social media
more useful than corporate organizations and brands that overwhelm the consumer
market. In addition to that, marketers also regard increase in sales, growth in the number
of loyal consumers, easy insights on marketing methods used by competitors, growth in
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business partnerships and a glaring decrease in expenses that are directly linked to
marketing activities as major benefits of social media marketing (Micheal A.Stelzner,
2012).
Furthermore, if marketers succeed in bringing a large number of people to the internet
page or the relevant social media page of their product and/or service then that
consequently boosts their rankings on the internet, making them more easily available to
consumers, meaning that consumers do not have to labor to search their product and/or
service.
By putting down the name of the company or the particular service and/or product name,
the consumer gets a list which is topped by the name which is most visited. This means
that the consumer would be offered to view the best available offerings in the market on
their screen by typing down on Google, resultantly Google lists the best available options
in a descending order to the consumer (Philipa Coalin, Kitty Rahilly, Ingrid Richardson,
Amand Third, 2011).
Social Media also helps marketers to study the consumer market with complete detail in
an easier fashion. Social Media marketing allows marketers to know the pattern of
behavior, likes, dislikes, affections, preferences and habits without even letting the
consumer know if they are under observation. Experts in social media marketing claim
that they can aid marketers to easily target and track down the actions of a given
consumer. Social Media marketing naturally helps marketers build a bond between their
customers and the organization/brand.
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Marketers that belonging from medium and large organizations agreed to the fact that social
media marketing does not help to reduce their marketing expenses by an ample margin,
however all small business owners clearly indicated that by using social media marketing
they have cut their marketing costs to a significant deal. Small businesses connect to large
consumer audience without experiencing any expenses for large advertisements at all.
Usage of spontaneous methods like blogging to establish communication with the consumer
audience is very manageable and easy for small scale business owners. They can easily
attract visitors to their website by using social and business networking sites, resultantly
boosting their rank on top search engines such as Google. They can easily establish their
credibility in the consumer market by active participation in relevant forums. They can also
easily use user profile data along with other information on specific sets of social media
network users, which is readily available on the internet to target those consumers in a much
more appropriate manner (Wesley Shu & Hao Chuang, 2011).
Benefits that both the small businesses as well as the large businesses can yield from the
appropriate use of social media networking includes partial evaluation on advertisement
needs, feedback on business prioritization and the level of engagement of the consumer
market into the organizations offerings. Since not much is at stake in monetary terms when
it comes down to the use of social media networking for business purposes so organizations
and business owners can effectively use social media to practically experiment their thoughts
as well as their ideas and receive a proper feedback on that from the consumer market.
15
Marketers regard Facebook and Twitter as the most useful tools for social media marketing.
In specific, small business owners and self-employed people prefer to use LinkedIn and blogs
above all other social media tools, whereas YouTube is the favorite tool for marketers from
larger businesses.
At the business end, social media marketing allows in similar fashion, marketers can now
address business meetings and talk to their clients over the internet by using one of the
several diverse social media networking tools (such as Skype). Physical presence at business
meetings is not a compulsion any more.
The most widely regarded use of social media networking is for entertainment purposes.
People connect with their loved ones, stream online for video and audio content, share art,
opinions and a lot more. Experts strongly believe that it is merely because of the
entertainment factor alone that social media websites progress in gaining a rapid and
frequent number of members. It is because of entertainment that social media networking is
popular and actively used among people from just about all age groups.
From a business prospective, there are several companies that are a business media brand and
for them, it is crucial to make use of the social media in the best possible fashion. They not
only market but rather depend on social media networking to generate their revenues and
profits. Thus this qualifies as a type of business that is largely dependent upon the use of
social media services by the general public.
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A 2012 survey conducted on social networking services (SNS) by the Nielson foundation
concluded that the Australian population is the most prolific user of the social media and
among them, the ones that use social media the most are people that are from the age of 17
to 29. They recognized that social media acts as tool for easy and convenient communication
between people. Teenagers and people in their twenties like to know what their friends are
upto, what is happening around and they share their experiences, thoughts and imagination
on the go, which effectively brings the use of social media via mobile phones more frequent.
Social media essentially aids to improve literacy and helps to provide education. People
(especially the young) learn how to create, find and communicate things on the internet as
well as get educated about media literacy as they become more familiar with social media by
its use. Social media websites like Myspace help users develop technical skill because they
require users to learn code to a certain extent in order to let them create and change their
profiles. So as a major benefit, Social media educates the youth on creating videos, creating
written content, creating images, creating animations, etc.
Furthermore, The subsequent tangible relevance with reference to the ration of internet usage
and the trend of the internet users, especially the manner in which consumer care and
consumer reactions towards online social media promotion work, an important part of
marketing and any business of any size, is elaborated within the following info graphics that
are from the Nielsens 2012 report on The state of media: The social media report (2012)
17
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Taking education into account, Social media rectifies physical boundaries and allows people
to acquire the education that they desire. Many colleges and universities, even within
Pakistan, now hamper their students to co-ordinate with teachers and class mates over social
media now because it is more convenient. Notes, project work, assignments and class
activities are now conducted over social media networking. Universities and colleges have
now increasingly developed their own portals and networks that are made available for their
faculty as well as students so that they as institutes can function in a more proficient manner.
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These social media networking practices also act as an innovative tool for teachers to take a
different approach towards their style of teaching in order to be more effective and it acts a
interactive tool for students, motivating and engaging them towards their education.
Similarly, people within urban and some of the rural regions are excessively coming to digest
the concept that they do not need to be in the class room for a lecture, instead they use Skype
(or an alternative social media tool) to conduct/attend their lecture. People in Pakistan are
coming to realize the utility of social media, presence within a certain physical space is not
necessary now and students can attend a lecture and teachers can effectively deliver one by
using social media networking services. In addition to that, most universities in the world
now offer degrees and courses that can be taught to people by using social media networking.
A person from anywhere in Pakistan can attain a degree from an American institute by social
media networking. In the same manner, the growing trend of event management that have
taken the urban areas by storm is something that directly relates to this because
institutes/entities can now hold events that they host and conduct in an entirely reengineering better way by using social media networking, adding to the betterment of events
held in business terms as well as non-business terms. Although this is a relatively new
practice but it has a gained significant amount of popularity among the public and even
though not all events can be held over the social media, yet it has become a widely used tool
for most of the educational events and seminars these days.
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ON PAGE
OFF PAGE
Connection of the page to all other call-toaction work online and offline.
Advertise on Facebook, using Facebooks paid
advertisement methods.
Promote your page on other relevant Facebook
and non-Facebook online platforms in
alignment of your prime audience listings, via
blogging and organic methods.
Utilize Facebook based online tools to optimize
sales. via Facebook page presence.
21
It is important to understand how Facebook works at the backend, how the brain of this
social media network works and Facebook mechanisms dictate that the content which is
shared by Facebook page owners and/or managers means almost everything with
reference to the growth of the page as well as the business associated or represented by the
post. How Facebook selects what to show in news feed to people that are following a
particular page, is shaped up by algorithms that dictate the Facebook search engines.
Majority of the algorithms function in a certain way to bring about the best of the content
to the users home page news feed and the manner in which these algorithms within
Facebook function to do so can be understood by the following formula:
How Facebook selects what to show in news feed to people:I x P x C x T x R
Here, I refers to the interest index that measures the degree to which posts fulfill user
interest based on comparison with other online spots where users go to find such material
information or data on Facebook. Then P, within the mentioned formula means post and it
compares the performance of the post put up with other similar posts generated at the same
time. Furthermore, C means creator; it takes into account the performance of past posts
among users by the creator of the post. T means type of posts, i.e. if it is a video, a status or
a picture, etc. R means originality and recency of the post in context to the nature of the
news post made. The formula basically provides with a clear notion on how to go about with
reference to the development of content as it plays a vital role in just about everything done
on Facebook (Chris Lake, 2014).
22
Here,
is a
, i.e. user affinity, refers to the amount of interaction that one tends to have with other
existing entities on Facebook, be it profiles, fan pages, groups, commenting, stalking class
mates, event pages or people that arent in your friends list or the page(s) that you are
managing. So basically it is every single motion of yours and the direction of your motion
establishes your affinity route. Once your inclination pattern is visible and your affinity
towards something or some motion becomes relevant, then the EdgeRank begins to shape
up your news feeds accordingly.
, i.e. the content weight, is fundamentally a formula that defines which piece of
content is important, regardless of your inclination towards it. Although the content
weight component is a very flexible component of the EdgeRank Algorithm, however, it
is understood that the quality, originality, comprehensiveness and usefulness of the
content being presented towards the intended audience, are factors what differentiate in
ranking of one content being rated higher than other in comparative terms. Normally, the
three highest ranked content are understood to be Videos, Photos and Links.
, i.e. the time based decay parameter, is focused on the obvious exposure of the
content. It is based on the fact that more of the exposure through your immediate channels,
the more would be the effective probability of that particular content post is towards
retaining its place within news feeds of users that can see the content. One crucial element
standing within this condition would be the time at which the content is shared or when
the edge, as so to speak, is made, is to be rated better if more of the concerned audience
is using Facebook.
24
Oracles report in March, 2014, named Measuring Social Media ROI in the Enterprise:
Myths and Facts, leads a comprehensive study on establishing ROI in linkage to
marketing efforts that are exerted within the online arena, especially Facebook. In light of
that research, The following table acts as a summarized guide towards helping establish
ROI on Facebook (Oracle, 2014):
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These efforts that are categorized within the table above from the research put forth by
Oracle, summarizes the dissection of efforts, which may be exerted on Facebook with
intent of marketing, with their corresponding affected business end to help monitor
subsequent ROI sectors. Within Facebook regimes, several may be exerted within
marketing regimes on Facebook. Calculation of these ROI measurements would usually
not lead to immediate tangible evidence of the return as it is important to recognize that
some of these functional areas of focus with orientation towards marketing lead to
outcomes that gain concrete tangibility after a considerably longer time period. However,
it is very important to note that recording of measurement of every minute resulting detail
that corresponds to your work effort with regards to the marketing channel opted for
action, is vital for accuracy of ROI. Demarcations and modularity of each marketing
channel within the marketing strategy set out for is not only helpful for operational
compliances but also useful in measurement of success of each sector within the strategy
along with accurate ROI measurement.
It is useful fundamental to set up key performance indicators with regards to content, to
measure the degree of success or failure to achieve aims that may be to:
a) Help tap into audience at Facebook to convert them into your consumers/subscribers.
b) To build or improve your (brand) image.
c) To impart information to masses.
d) Engage the current consumer base to aid maximize sales.
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With that in view, there exist generic KPIs oriented towards monitoring work with
reference to any of the single of the above mentioned agendas or a mixture of a few
between them as base aims dictating flow of the nature of work done for business on
Facebook. These KPIs can be summarized as:
1) Content amplification: The number of shares on each post
2) Reach on each post/content shared: The size of direct audience
3) Content appreciation: The number of Likes per post
4) Sentiment: On any of your content shared, The nature of comment from any individual
in the audience, evaluated as positive or negative.
5) Interaction index: The number of replies or comments per post.
(Danny Oosterveer, 2011)
On similar lines, the core of just about every, if not all, marketing strategies that revolve or
partially focus around profit increments, especially on Facebook, is fundamentally based
on the principle of consistent increase and amplification of propagation with regards to the
concerned audience on Facebook.
This is simple notion is also regarded by experts as the generic consumer path-topurchase on Facebook. It underlines comprehension of the basic phenomenon that exists
as concrete within the architecture of majority marketing strategies that are concerned
with profit maximization via sales and/or popularity on Facebook. The generic consumer
path-to-purchase on Facebook is also elaborated within the diagram below:
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As per the diagram above, we see that advocacy and awareness are the prim drivers
towards sales. These two elements are also sometimes summed up as consumer
engagement that is driven by content creation and other motions towards promotion on
Facebook. These two elements fall in as base grounds to almost all marketing work on
Facebook and trigger to dictate the effectiveness of the generic consumer path-topurchase on Facebook.
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Tool
Buffer
Agora Pulse
Pagemodo
EdgeRank Checker
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http://www.agorapulse.co
m/
- It has a free trial and
usage after that is charged
for.
http://barometer.agorapuls
e.com/
- Free of cost.
https://www.pagemodo.co
m/
- Some of the features are
entirely free, yet some are
billed for.
https://www.socialbakers.c
om/edgerankchecker/
- It has a free trial and
usage after that is charged
for.
Tool
Wolfram Alpha
http://www.wolframalpha.c
om/facebook/
- Free of cost
http://www.shortstack.com
Short Stack
Likealyzer
Conversation Score
Postplanner
30
http://www.fanpagekarma.
com/
- Free of cost
Since most of social media networking is essentially about sharing and people are often
connected to one another by quite simply the things they find interesting so the use of social
media networking allows people to be more creative in everything that they do and it also
helps them to know themselves better to a massive degree.
It also binds people together and gives them a sense of unity as well as belonging to a certain
group or community, thus adding to the togetherness of a society or a group of people. It
also helps people to know more about the world they live in by interacting with people from
different backgrounds, ethnicity, culture, religion and nationalities. As a major benefit, it
allows the elderly to remain in regular contact with the young much more frequently
subsequently making social media networking a catalyst towards minimizing generation gap.
It also magnifies expressions. People are able to showcase their talent and work to the whole
world through social media networking. A song put on YouTube can go viral over the
internet in just a matter of hours. Social media networking is very sensitive with respect to
these issues. Using the right methods and proper means of doing so, a person can clearly and
quickly find out if his/her idea or work is good enough by looking at the reaction of the
public. This also boosts and gives a great encouragement for people to move towards
entrepreneurship because social media networking provides people with a great deal of
comfort and ease about the way they would be conducting their business (Xiaoyan Hu,
2011).
31
Through social media networking protests are organized, parties are planned for, debates are
arranged, meals are tabled, and tournaments are organized. Moreover people can easily plan
and coordinate events together though social media networking.
In relation to that, social media has crucial role in political participation and civic
engagement of the public. The revolution in Egypt in 2011 had been massively influenced by
social media networking. The great uprising of the general public and initiatives as well as
resolutions among them was floated through to one another via social media networking. It
helped the nation to regroup and take their rights from the corrupt Egyptian government then.
Social media networking allowed people to gain awareness in what was happening and
regarding what they should do. It also helped them to group together and act as united force
against the government. Modern day politicians, media personalities, world class athletes,
artists, doctors, scientists, business owners, e.t.c. have their very own verified Facebook
accounts.
Since the youth is largely labeled as the biggest user of social media networking, so large
organizations are now regularly using social media networking to involve the youth and
make them participate for the organizations benefit. Companies are now more direct and
deliberate about this more than ever. They see social media networking as a medium that can
unlock ways for their business to earn profits by engaging and exploiting the active nature of
anticipation from the youth. More often than not, social media networking allows people to
share ideas, allowing consumers to define their needs in a very clear way and allowing
businesses organizations to become more customers driven (Mikolaj Jan Piskorski, 2013).
32
Social networking sites like Facebook, MySpace are altering day to day and transforming
them into new ways to increase their members and get the attention of many businesses and
brands. These social networking sites give abilities that where people join mainly for making
professional contacting. Such sites include LinkedIn, Plaxo and Xing. Several reports and
studies claim that these sites are struggling at large to build a strong business model that
gives legal value i.e. profit making from their membership.
For some of them, the core purpose of these social sites is strictly business and long term
studies indicate that they do not commercially seem to force their hidden purpose. For
instance, out of the entire lot, LinkedIn creates most of its revenue by selling different
information of members to different companies, recruitment firms willing to pay steep pay to
find potential employees.
So at the core of their business structure, they are basically selling members and the more
then number of members they would have, the more the amount of information they would
hold, consequently the more profits they would yield.
Whatever the core business model is, if a social media networking website succeeds in
bringing a large number of people to their website or a specific page of their website, then
that attracts a big number of other organizations to place their adverts at the page or website
which is frequently and largely visited. On websites that host a large number of visitors,
these adverts are expensive to place. Thus adverts on a page act as a strong and genuine
source of revenue for page owners.
33
These sites are booming as businesses because those who lost their jobs are moving towards
attaining membership among such sites and build social their capital, thus building upon the
principle of expected collective or economic benefits derived from the preferential treatment
and cooperation between individuals and groups. Many corporations and major brands use
more money on social networking sites, just to market themselves with the help of fang page
they create on these sites.
Coca-Cola discovered when Facebook fan page with soaring membership was created by two
customers who did not work for the company. Coke decided to approach the Facebook
pages creators and struck a deal to co-create the page. The Coca-Cola page on Facebook
now has more than three million fans. The company uses that page not only to directly
communicate with the customers but in doing so also enables the brand to know what 3
million people from different parts of the world that love Coca-Cola feel about the brand
itself. It contributes to a great deal of market behavior study and research that Coca-Cola
does. However, several big corporations and governments are beginning to discipline and
dismiss employees upon the usage of social networking sites at the office. This is because
they believe that employees usually switch onto social media networking sites for citing and
time wasting but with the passage of time companies have come to realize that usage of
social media networking can actually boost productivity and increase profits values. It is all
about the way in which the social media networking tools are utilized. To a certain degree,
companies now support employees with activities on social media sites. Business
organizations are now looking into methods through which they can yield benefits by the
usage of social media networking at their employees end.
34
Revenue
There is no involvement
a million
3 years old
burgers within
work
Likes: 49,357
3 years.
entity.
from
any
outside
NAME:
Zombie Burger
and Drinks
- Have
physical
outlets
managed
Speed of response to
general manager.
consumer questions:2-80
minutes
Association of every post with
products within the business
catalogue: Yes, around 40% to
50% of the times.
35
by
their
chief
Zombie burger and drinks did spend a lot on outdoor advertisement upon their launch,
however, post-launch advertisement and promotion after about 6 months of the establishment
of their outlet was and is, largely based upon social media and Facebook in particular.
Within Pakistan, there are several notable brands that are entirely online based, managing
to set up viable sustenance to their business models with massive support from social media
to their venture life architecture, witha majority of these being e-commerce sites.
Pakistan Software Houses Association for IT & ITES, i.e. P@SHA, put forth a research
paper summarizing internet based activities within Pakistan up until 2013. The research
indicated that the re-call rate of advertisement or promotion rate on Facebook is as high as on
television.
Using the research report by the P@SHA group and similar indicators with regards to web
based businesses, a comprehensive comparison and contrast of some of the most revered
Pakistan based e-commerce businesses that have no physical outlets to their name at all could
be performed to bring forward an introspection with reference to the fundamentals of these
Pakistan based online businesses and it can be tracked how Facebook continues to play its
role in their growth. A summary of some, in light of comparison from such indicators and by
analysis of their Facebook pages themselves, is as following:
36
Brand
Age of
Brand
- 2.5 years
old
Likes:
11,83,222
Sell over
They
day:
a 1000
professionals
3-6
products
each day.
NAME:
Revenue
have
and
seasoned
a
proper
times
Their Facebook post shared by
- Have no
physical
seriously.
Daraz.pk
outlets
whatsoever.
Rocket-Internet,
the
parent
Very little
Speed of response to consumer
questions: 2-30 minutes
Association of every post with
products within the business
catalogue: Yes, around 80% to
95% of the times.
37
work.
Brand
Age of
Brand
- 8 years
old.
Likes:94,766
They
per day:
themselves to
1-2
They claim
Revenue
by audience: 1-4everyday.
Use of Hash tags by
Islamabad, Peshawar,
Homeshopping.pk: Almost
never at all.
Average speed of response
to consumers:2 minutes to a
day.
Association of every post
with products within the
business catalogue: Yes,
around 80% to 95% of the
time.
38
have
online
online retail
brand in
in specific, a small
Pakistan, with
an average
15000 daily
promotion
visits to their
consumers.
online portal
and a thousand
orders each
day.
They provide
delivery in
more than 40
cities within
Pakistan.
and
Brand
Age of
Brand
They
per day:
products
3-12
each day,
fronts
with an
comprehensive
outlets whatsoever.
audience: 2-14everyday.
Use of Hash tags by
Kaymu.pk: Almost never at
all.
Average speed of response
to consumer questions: 2-80
minutes
Association of every post
with products within the
business catalogue: Yes,
around 80% to 95% of the
times.
39
outsourced
and
on
have
social
rarely.
- Have no physical
Sell 1000
NAME: Kaymy.pk
Revenue
as well.
Brand
Age of
Brand
- 4 years
old
Likes:
NAME: Shophive
161,443
whatsoever.
Approximately Shophive
have
Revenue
and
they
are
proficient
at
response to customer
never.
Average number of posts
by audience: None.
Use of Hash tags by
Kaymu.pk: Almost never at
all.
Average speed of response
to consumer questions: 290 minutes
Association of every post
with products within the
business catalogue: Yes,
around 80% to 95% of the
times.
40
queries on Facebook.
Brand
Age of
Brand
Motion and
Content on
Facebook
NAME: Symbios
601,336
Symbios do have
around 30,000
4-8
customers
reaching their
portal on an
work on Facebook
Use of images
within Facebook
Yes, about 85 to
whatsoever.
They get
posts on average:
Revenue
41
reached
out
for
approximately
support
300
external entities at
transactions
their
each day.
promotion front.
from
online
Brand
Age of
Brand
- 4months
old
Likes:17,958
Motion and
Content on
Facebook
Revenue
They make
Zarsaya is a team of 5
per day:
an average
people altogether
2-9
profit of Rs
andtheydo have a
60,000-
dedicated person on
90,000 a
month.
Facebook Statuses
Use of images
within Facebook
posts on average:
Yes, about 90 to
95% of the times
NAME: Zarsaya
Their Facebook
post shared by
work.
users: Almost
never.
photo-shoot of their
Average number
of posts by
audience:0-1.
Use of Hash tags
by Zarsaya:
Almost never at all.
Speed of response
to consumer
questions:
2minutes to 20
hours.
Association of
business.
the business
catalogue: Yes,
time.
42
Brand
Age of Brand
- 3 months
old
Likes:465
NAME: AskMen
Motion and
Content on
Facebook
Facebook Statuses
AskMen is
per day:
started of and
managed by two
0-7
their revenue
figures are
around Rs.
entirely come to
25,000-30,000
realize the
month.
appropriate utility
Use of images
within Facebook
outlets whatsoever.
posts on average:
- Have no physical
Revenue
the time.
Their Facebook
post shared by
and effective
capacity of social
Average number of
Facebook. They
posts by
audience:0.
having a composed
AskMen:
brand personality,
Never.
Speed of response
to consumer
questions: They
reply back within
the same day.
Association of
every post with
products within the
business catalogue:
Yes, around 90% of
the time.
43
unaware of any
marketing tools or
methods that can be
of help to them on
Facebook.
Brand
Age of
Brand
- 2years old
Likes:113,026
Manriqen is run by
per day:
average revenue of 3
0-7
Facebook posts on
average: Yes, about
90% of the time.
Their Facebook post
shared by users:
Yes, sometimes.
- Have no physical
outlets whatsoever.
They generate an
NAME: Manriqen
Revenue
Average number of
on consumer
engagement via
their activity on
page. Their focus is
upon perfect
representation of
their catalogue via
posts by audience:5-
16 a month.
hold contests,
discount deadlines
Manrqen:
Never.
engaging acts.
Speed of response to
consumer questions:
They reply back
within the 5 hours at
maximum.
Association of every
post with products
within the business
Manriqen are
aware of gaining
audience through
organic ways and
do spend a
dedicated amount
of their budget on
catalogue: Yes,
paid Facebook
advertisements,
time.
44
45
CHAPTER 3
METHODOLOGY
tools and application at the end of the business managers. It also points at the fact that social
media alone, if utilized to optimum capacity, can fetch enormous benefit and its
combination with SEO efforts can be of a massively fossilizing positive impact. All analysis
have to be backed up with logic and evidence to make sustainable sensibility. Assessment of
the orientation of local business conduct with regards to Facebook was partially
comprehended through observation of motion online and otherwise via surrounding reviews
found online. Interviews were conducted to find if the extract from the online findings are
similar or not aligned to what was assessed otherwise.
Furthermore, the research based questioning was done in a flexible question & answer
atmosphere, using variety of ways other than the conventional routine of handing out
questionnaires.
47
48
49
CHAPTER 4
RESEARCH REVIEW
50
51
It is important to understand that inclination of the consumer audience within Pakistan plays
an undeniable role in shaping up any business motion, especially in within the context of
marketing. Respondents within this research have had an established track record of business
conduct on Facebook, a factor supported by their profit yields through mare conduct on
Facebook. Interestingly, there is variation and difference within practice of business conduct
at Facebook among these business owners and manager, even with operation within similar
environment and consumer audience. Respondent 4 comments:
Facebook itself has a lot of supportive infrastructure to key aspects of
business based fundamental working motion on the network. Many
entrepreneurs and managers arent even aware if such a thing is even there.
For instance, I lay huge emphasis on Facebook based advertisement and
engagement methods. Ive been constantly spending two thirds of my
revenue budget on promotion work and marketing. Ive actually spent
around 1.5 million rupees on Facebook based advertisement over the past 3
years and it has paid of brilliantly but more than that, its not just about
paying Facebook to advertise your brand, its a lot more about how you use
the advertisement within Facebooks set of rules, how you want Facebook to
be going about your business. It is all very defined and it really is very
helpful. Other than that, your engagement methods play a very important
role in our business promotion and growth.
53
The brands ethical alignment was also something that was a major area of concern to many
of the respondents. It speaks volumes of the personality of the brand among other factors that
altogether sum up brand personality. According to Respondent 2:
54
55
CHAPTER 5
CONCLUSIVE ANALYSIS
5.1Prominent Reflective Analysis:
The assessment of these elements led us to draw clear conclusions on the current situation of
the use of Facebook regarding business optimization by business owners/managers. The
current crop of business managers do realize Facebook as something of key importance to
their business structure, however, it is evident that they do not realize how to go about it in
terms of maximizing profit.
Cost that link with marketing and promotional activities fall as a natural concern to
entrepreneurial initiatives and with regards to that, the most efficient tools in terms of best
majority reviews as well as optimum effectiveness with regards to marketing on Facebook
were subsequently proposed within this research paper. Local entrepreneurs and medium
scale businesses within Pakistan do not exercise keen interest or practice with regards to any
such tools and only a small majority seems to recognize the appropriate utility and usage of
such tools. All other methods and details that relate to the solution which this research paper
aims to address are also gathered with cost effectiveness being a key concern.
The lack of awareness as towards setting up agendas and basic understanding of how to set
up a road map as towards achieving that goal is a commonality towards within Pakistan's
business arena. The majority does not realize the areas of utility that Facebook can serve
them into, let alone the degree of benefit in profitability that can fall into the business as to
aid subsequent increase in business propagation. Several Pakistani ventures that are entirely
56
online based, fail to recognize Facebook as something that can influence their business and
profitability. However, it is important to highlight those budding entrepreneurs which have
come forth with online business ventures, have particularly arrived at reaping great benefits
through using Facebook. Although largely they do not follow awareness with regards to tools
or methods that can help them amplify profitability yet it is their way of conduct and
simplistic regimes within their campaigns on Facebook that deliver them benefit. It must also
be highlighted here that there is a unanimous majority within small, medium and large scale
businesses that find Facebook adverts to be highly useful in comparison to other promotion
efforts. Entrepreneurial ventures recognize a direct positive impact on profit margins with
use of Facebook adverts. Mechanisms within Facebook adverts with reference to setting
adverts up, vary from the nature of the business to the nature of each campaign or the target
audience which a business aims at. A minority of entrepreneurs recognize that to a
reasonable degree, the majority treats Facebook as an added supplement to their brand image.
An introspection into fashion brands, especially at the launch-pad and initial post launch-pad
phase that accounts for about a 4-8 months after the initiation of an entrepreneurial venture,
reveals that fashion brands from within the local arena manage to trigger a seemingly good
combination between marketing on Facebook and profit maximization. Entrepreneurs that
belong to this business field within Pakistan quickly grasp onto the utility of Facebook based
marketing and offer several approaches as to how they go about their marketing work on
Facebook for profit generation & maximization. Their practices differ slightly from one
another nevertheless common grounds maintain within the flow due to the overall similar
alignment of their target audience.
57
Small scale entrepreneurs from the fashion industry that do not hold any physical outlet of
their own and rely on Facebook to maintain he presence of their brand, find that conduct of
physical exhibitions along with occupation in terms of presence of their brand within
prominent platforms offline and the association of this act on their Facebook page is of key
importance. They also emphasize drastically on the presentation of their catalog and the
manner in which they go about with reference to the competitions of prize-based-competition
schemes along with other similar acts on their Facebook page. With this regard, graphic work
for expression of their brand on Facebook is something that plays a role of great importance
and image based posting on their Facebook page is something commonly stressed upon by
these entrepreneurs. It is important to mention here that image based postings on Facebook
are continually an undeniable orientation among large scale fashion brands in Pakistan as
well. The rate at which the posts are made on Facebook and the quality of the posts in terms
of originality of the post within the content as well as the effectiveness in terms of utility is a
factor that small & medium scale entrepreneurs somewhat understand as a directive point for
their
businesses
growth
on
Facebook.
Most interestingly, these entrepreneurs have managed to strike attention of the global
audience towards their respective brands via Facebook which is something that has
broadened their scale of operations as well as increased the magnitude of revenue that they
were yielding. One business owner pointed out that although they recently started their brand
and also have opened up a physical outlet about 3 months back to represent their brand, yet
the outlet does not gather as many sales as their Facebook page, which has orders from local
58
59
Facebook being social media network with mass majority of 'consumer' presence,
thenceforth, here the difference in the target audience between fashion brands and web
hosting companies being business-to-consumer and business-to-business respectively, is a
critical factor shaping up the orientation of marketing efforts on Facebook from these and
other industries. In similar context, it is safe to say that the architecture of the business in
focus and the orientation of the natural point-of-sale in light of that business architecture, is
one of the most decisive element towards filtering out if Facebook is or is not an effectively
impact making platform for use towards consequent business benefit.
In contrast to local web-hosting companies, Pakistan based e-commerce ventures do attend to
Facebook as a key fundamental within their marketing and overall business philosophy.
Among the urban regions, it is a clear notion that Facebook appears as a natural flow for the
consumer audience to screen and order from Pakistan based e-commerce sites or portals. Ecommerce based businesses are the one's that indicate to organically flow well with social
media. In fact, within Pakistan, online ventures that pertain to buying and selling have
massive revenue generation on a daily basis. The effective track of online act with regards to
these e-commerce ventures also goes onto to indicate that they are fairly aware and make use
of effective tools, techniques, methods and ways that are inclined towards yielding maximum
benefit out Facebook usage. These e-commerce brands also display adaption as well as
aggressive transcendence in relation to the overall changing online business arena within
Pakistan and the world in general.
60
Food spots and restaurants within urban regions of Pakistan have displayed that they are now
increasingly moving towards arriving upon optimized engagement techniques by having
Facebook as a key pillar within their marketing efforts. Major food spots within urban
regions, regardless of their nature being either multinational or locally based, are now
moving towards branding and engaging their audience in a more vibrant manner by using
Facebook. This includes discounts on "check-in" at Facebook, give-away competitions,
activity based giveaways, voting or question-poll based prize competitions, etc. These food
brands understand that the more the influx engaged, the more the profitability and therefore,
more the business benefit. They have engaged into effective Facebook utility but like the
fashion industry, small and medium scale food brands that are locally based within the urban
regions do not recognize the extent of effective use or maintain knowledge with regards to
advanced practices on Facebook for the benefit of their business.
Similarly, Event management companies in Pakistan are mildly active on Facebook but have
gone on towards exceeding usage for expression of their presence. They are in active notion
on Facebook with the basic flow of use within the network. This is one factor that has
magnified their revenue growth as their presence rises to prominence with the use of
Facebook. This marks strength towards realization regarding the importance of Facebook
based marketing efforts at the end of the numbered event management companies within
Pakistan.
As the trend towards Facebook usage grows in Pakistan, business owners and managers are
now prominently making use and efforts towards measuring and exerting efforts on
Facebook for business benefit.
61
5.2 Conclusion:
The thesis paper combines five important factors that are aggregate of modern social media
environment, especially keeping Pakistan's scenario with regards to the situation. These
elements are as following:
a) What literature says on Facebook work aimed towards profit generation via Facebook
b) How Facebook's architecture works toward business based working on the network
itself.
c) How Pakistan based businesses are generally going about with reference to their work
on Facebook.
d) Best business tools for businesses on Facebook based business work.
e) Some of the best global practices in motion with reference to businesses on Facebook.
The motion of businesses within Pakistan with regards to usage of Facebook for profit
maximization and business progression, are two elements that we focused on and termed as
"business propagation". The circumstances within Pakistan present with a positive inclination
as towards Facebook usage for business propagation.
Small and medium scale businesses are most definitely making optimum use of Facebook to
yield business benefits; however, the potential degree to which business owners/managers
manage to strike benefits can be amplified to a humongous degree. This unfulfilled potential
is subject appropriate familiarization of business tools for Facebook as well as practices to
refine output towards such orientation. Present success of budding entrepreneurs comes from
62
practices established through consistent usage with combination of fundamental branding and
promotion work.
The growing infrastructure of online businesses in Pakistan along with the rapid increase in
internet usage has lead Facebook to stand at an undeniable stand point within business
owners/managers and consumers. It is evident that with appropriate knowledge base with
reference to the mechanics of function of Facebook and literature based education as well as
concrete practices towards business benefits via Facebook conduct has paid of entrepreneurs
along with enterprises that carried keen attention towards such aspects.
It must be understood that influential Facebook practices coming from outside of Pakistan
can help local businesses as well but modification into practices from abroad must be
modified in light of the environmental scenario within Pakistan. It is also important to note
that effective use of Facebook in combination with traditional search engine optimization
practices pays of better than mare optimum utility of Facebook with ambitions of business
benefit and profit maximization purposes.
63
64
References:
- Andreas Kaplan and Micheal Haenlein (2010), Users of the world unite! The challenges
and opportunities of social media, p.61, Business horizon.
- Percentage of individuals using the internet 2000-2012, International Telecommunications
Union at Geneva, June 2013.
- P@SHA Internet Study, 2013.
- Trattner, C., Kappe, F. (2013). Social Stream Marketing on Faceboook: A Case Study.
International journal of Social and Humanistic computing.
- Universal Service Fund, 2013, The Online Business Consumer Market.
- Branding Bees, 2012, Social Media in Pakistan.
- Huma Yusuf and Emrys Schoemaker (2013), Policy Briefing # 9, The Media of Pakistan.
- Micheal A.Stelzner (2012), How marketers are using social media to grow their business,
2012 Social Media Marketing Industry Report.
- Philipa Coalin, Kitty Rahilly, Ingrid Richardson, Amand Third (2011), Benefits of Social
Media.
- Wesley Shu and Hao Chuang (2011), Internet Research, The received benefits of six degree
separation social media networks.
- Nielsens 2012 report, The state of media: The social media report (2012).
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66
Interview Questionnaire:
INTERVIEW
MEANING
RATIONALE/PURPOSE
SCOPE
We are exploring into To come forth will all possible
Benefit for budding
all ways and methods
directives that can lead to
entrepreneurs within Pakistan,
that are linked to
benefit of small scale business
to effectively help them get
benefiting any
ventures and business initiatives
across difficulties in
business within
of such scale.
establishing business ventures
Pakistan through
in Pakistan, with more insight
working on
towards profit maximization. In
Facebook.
turn, helping contribute
Pakistans economy.
You are also welcome to make a query/suggestions related to the subject and give better
feedback and mail to bilallivesinpak@gmail.com
NAME
BUSINESS
FACEBOOK PAGE
By,
Bilal Muneer (Registration # 13102)
Junaid Shah (Registration # 17650)
Students of BBA-H,
MGT Sci. Dept,
Iqra University Islamabad Campus (IUIC).
67