How do people use Facebook?

Breadth Display Search Interact Platform

Hard to keep Normative Normative No major solutions Overcomes other

Row 1 connections as time restrictions against restrictions against to failures social failures to be
passes boating snooping discussed later

Off-line Failure

Great reconnection Pretend you are View without Typical solution Very well developed
Row 2 features posting for friends leaving a mark platform

Alleviated by

Reconnect with Write and comment Check out what E-mail with others Play games
Row 3 others from the past on status updates friends are doing

Connect with Post pictures Look at pictures Instant messenger

On-line Activity companies
Composition of traffic on Facebook

Platform
Social
What do People do on-line social
platforms like Facebook?

Looking at Content Addding Content Adding Friends Email Groups

What do people do on-line social
platforms like?

Looking at Content Addding Content Adding Friends Email Groups

 Advertising
Banner Advertising Social Advertising

• Low click-through rates

o Despite targeting!
o Because user browses pictures Friend of Fan 1 Company Page

Fan 1

Friend of Fan 1
sees ad with tag line
saying Fan 1 likes
this ad

Friend of Fan 2
Fan 2

Friend of Fan 2
 Use of company pages
Company Fans Fans Customers Customers Customers

How it works Company can broadcast Fans can go on company Fans can go on company
messages which appear in page to leave messages for pages to find other fans of
fans’ newsfeeds the company the product

Evaluation Unclear if fans pay attention
to these messages, or
whether they simply ignore
them
Data suggest that few fans But the way pages are
visit company pages, and designed does not allow for
when they do they complain easy interaction between
rather than praise the fans
company
 Facebook’s Platform
Application on Facebook

uses the data asks user to post back

Data transfers with user’s permission

Data on Facebook
User’s User’s Social User’s Pictures and User’s User’s Location
Demographics Network Status Updates “Likes” Check-ins

Data transfers with user’s permission

uses the data asks user to post back

Third-party website
Distinction between digital and social strategy

Digital Strategy Social Strategy

Creates electronic platforms to reduce
marketing or customer acquisition and
service costs
Company
Creates platforms platforms to help
people improve existing relationships or
build new ones
Company