1.

1 INTRODUCTION

INTRODUCTION OF SOCIAL MEDIA

Social media are interactive computer-mediated technologies that facilitate the creation and
sharing of information, ideas, career interests and other forms of expression via virtural
communities and networks. The variety of stand-alone and built-in social media services
currently available introduces challenges of definition; however, there are some common
features

1. Social media are interactive Web 2.0 Internet-based applications

2. User-generated content, such as text posts or comments, digital photos or videos, and data
generated through all online interactions, is the lifeblood of social media.
3. Users create service-specific profiles for the website or app that are designed and
maintained by the social media organization
4. Social media facilitate the development of online social networks by connecting a user's
profile with those of other individuals or groups

Users typically access social media services via web-based technologies on desktops and laptops,
or download services that offer social media functionality to their mobile devices
(e.g., smartphones and tablets). When engaging with these services, users can create highly
interactive platforms through which individuals, communities, and organizations can share, co-
create, discuss, and modify user-generated content or pre-made content posted online. They
"introduce substantial and pervasive changes to communication between organizations,
communities, and individuals. Social media changes the way individuals and large organizations
communicate. These changes are the focus of the emerging fields of technoself studies. Social
media differ from paper-based media (e.g., magazines and newspapers) to traditional electronic
media such as TV broadcasting in many ways, including quality .reach, frequency, interactivity,
usability, immediacy, and performance. Social media outlets operate in a dialogic transmission
system (many sources to many receivers). This is in contrast to traditional media which operates
under a monologic transmission model (one source to many receivers), such as a newspaper which
is delivered to many subscribers, or a radio station which broadcasts the same programs to an
entire city. Some of the most popular social media websites are Baidu Tieba, Facebook (and its

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associated Facebook
Messenger), Google+, Myspace, Instagram, LinkedIn, Pinterest, Snapchat, Tumblr, Twitter, Viber,
VK, WeChat, Weibo, WhatsApp, and Wikia. These social media websites have more than
100,000,000 registered users.

In the United States, a 2015 survey reported that 71 percent of teenagers have a Facebook
account. Over 60% of 13 to 17-year-olds have at least one profile on social media, with
many spending more than two hours per day on social networking sites. According to
Nielsen, Internet users continue to spend more time on social media sites than on any other
type of site. At the same time, the total time spent on social media sites in the U.S. across
PCs as well as on mobile devices increased by 99 percent to 121 billion minutes in July
2012, compared to 66 billion minutes in July 2011.For content contributors, the benefits of
participating in social media have gone beyond simply social sharing to building a
reputation and bringing in career opportunities and monetary income.

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 Observers have noted a range of positive and negative impacts of social media use. Social
media can help to improve an individual's sense of connectedness with real or online
communities, and can be an effective communication (or marketing) tool for corporations,
entrepreneurs, nonprofit organizations, advocacy groups, political parties, and
governments. At the same time, concerns have been raised about possible links between
heavy social media use and depression, and even the issues of cyberbullying,
online harassment and "trolling". Currently, about half of young adults have been
cyberbullied, and of those, 20% said that they have been cyberbullied regularly.[11] Another
survey in the U.S. applied the Precaution Process Adoption Model to cyberbullying on
Facebook among 7th gradestudents. According to this study, 69% of 7th grade students
claim to have experienced cyberbullying, and they also said that it was worse than face-to-
face bullying.] Both the bully and the victim are negatively affected, and the intensity,
duration, and frequency of bullying are the three aspects that increase the negative effects
on both of them

SOCAIL MEDIA USAGE

A survey conducted (in 2011), by Pew Internet Research, discussed in Lee Rainie and Barry
Wellman's Networked The new social operating system , illustrates that 'networked individuals'
are engaged to a further extent regarding numbers of content creation activities and that the
'networked individuals' are increasing over a larger age span. These are some of the content
creation activities that networked individuals take part in:

1.writing material, such as text or online comments, on a social networking site such as Facebook:
65% of Internet users do this

2.sharing digital photos: 55%

3.contributing rankings and reviews of products or services: 37%

4.creating "tags" of content, such as tagging songs by genre: 33%

posting comments on third-party websites or blogs: 26%

5.taking online material and remixing it into a new creation: 15% of Internet users do this with
photos, video, audio, or text

6.creating or working on a blog: 14%

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Another survey conducted (in 2015) by Pew Internet Research shows that the Internet users among
American adults who uses at least one social networking site has increased from 10% to 76% since
2005. Pew Internet Research illustrates furthermore that it nowadays is no real gender difference
among Americans when it comes to social media usage. Women were even more active on social
media a couple of years ago, however today's numbers point at women: 68%, and men: 62%

PATENTS OF SOCIAL MEDIA TECHNOLOGY

Number of US social network patent applications published and patents issued per year since 2003.
The chart shows that the number of software applications published (the green bars) increased
steadily from 2003 to 2007, and then shot up from 2008 to 2010.

There has been rapid growth in the number of US patent applications that cover new technologies
related to social media, and the number of them that are published has been growing rapidly over
the past five years. There are now over 2000 published patent applications.[52] As many as 7000
applications may be currently on file including those that haven't been published yet. Only slightly
over 100 of these applications have issued as patents, however, largely due to the multi-year
backlog in examination of business method patents, patents which outline and claim new methods
of doing business.

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SOCIAL MEDIA HISTORY

Technology began to change very rapidly in the 20th Century. After the first super computers were
created in the 1940s, scientists and engineers began to develop ways to create networks between
those computers, and this would later lead to the birth of the Internet.
The earliest forms of the Internet, such as CompuServe, were developed in the 1960s. Primitive
forms of email were also developed during this time. By the 70s, networking technology had
improved, and 1979’s UseNet allowed users to communicate through a virtual newsletter.
By the 1980s, home computers were becoming more common and social media was becoming
more sophisticated. Internet relay chats, or IRCs, were first used in 1988 and continued to be
popular well into the 1990’s.
The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to
upload a profile and make friends with other users. In 1999, the first blogging sites became
popular, creating a social media sensation that’s still popular today.

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1.2 INTRODUCTION OF FACE BOOK

facebookis an American online social media and social networking service company based
in Menlo Park, California. Its website was launched on February 4, 2004, by Mark Zuckerberg,
along with fellow Harvard College students and roommates Eduardo Saverin, Andrew
McCollum, Dustin Moskovitz and Chris Hughes.

The founders initially limited the website's membership to Harvard students. Later they expanded
it to higher education institutions in the Boston area, the Ivy League schools, and Stanford
University. Facebook gradually added support for students at various other universities, and
eventually to high school students. Since 2006, anyone who claims to be at least 13 years old has
been allowed to become a registered user of Facebook, though variations exist in this requirement,
depending on local laws. The name comes from the face book directories often given to American
university students. Facebook held its initial public offering (IPO) in February 2012, valuing the
company at $104 billion, the largest valuation to date for a newly listed public company. It began
selling stock to the public three months later. Facebook makes most of its revenue
from advertisements that appear onscreen.

Facebook can be accessed from a large range of devices with Internet connectivity, such as desktop
computers, laptops and tablet computers, and smartphones. After registering, users can create a
customized profile indicating their name, occupation, schools attended and so on. Users can add
other users as "friends", exchange messages, post status updates, share photos, videos and links,
use various software applications ("apps"), and receive notifications of other users' activity.
Additionally, users may join common-interest user groups organized by workplace, school,
hobbies or other topics, and categorize their friends into lists such as "People From Work" or
"Close Friends". Additionally, users can report or block unpleasant people.

Facebook has more than 2.2 billion monthly active users as of January 2018. Its popularity has led
to prominent media coverage for the company, including significant scrutiny over privacy and the
psychological effects it has on users. In recent years, the company has faced intense pressure over
the amount of fake news, hate speech and depictions of violenceprevalent on its services, all of
which it is attempting to countera

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1.3 OBJECTIVES

1. 3.1 IMAPACT ON BUSINESS THROUGH FACEBOOOK PAGES

Measurement is important in any marketing organization, both for success, and the “why?” part of
the equation. Facebook has a pretty easy to understand approach to building a brand online, and
this sales pitch works right up the chain internally when you need to get buy-in from leadership. I
asked Jordan what he thought of marketers who maybe don’t quite get it yet and say rookie things
like we want more fans! Here's what he said: “When people think about a Facebook presence, they
need to think about it in 3 ways:
1. The first thing a brand needs to do on Facebook is get fans. We call that connect. You need
your brand to connect with people in the Facebook world who are interested in your
product or service. You need a critical mass of people.
2. Once you do that, you need to figure out how to ENGAGE them. So that's the second thing.
How do you create unique content and communicate in a very social voice, and provide
value for the attention of those fans.
3. The third thing you want to do is get those fans to INFLUENCE their friends. Influencing
their friends, really, is the key to Facebook.

1.3.2 CRIME THROUGH FACEBOOK

There’s no doubt that Facebook has completely revolutionized the way

people interact. But there’s a dark side to the world’s love affair with social media. Criminals are
finding new ways to utilize Facebook to commit new and disturbing crimes that authorities don’t
necessarily know how to police. That’s why if you want to continue to enjoy social media, you
should be aware of the common crimes committed on Facebook so that you can avoid becoming a
victim. Here are the seven most common Facebook crimes.

a.SCAMS

Criminals have been utilizing the scam for centuries. In the Facebook world, scams are particularly
effective at drawing people in by simply enticing an individual to click on a link that would interest
almost anyone, such as an innocent-looking notification that you’ve won a free prize like a gift
card. Then, in order to claim the prize, scammers require you to submit some information, such as
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a credit card number or Social Security number. This description may make it seem like scams are
easy to spot, but even the most savvy social media user has to be on the lookout for illegitimate
requests for information.

b.CYBERBULLING

Cyberbullying is a common occurrence among teenagers on Facebook and one that can result in
serious criminal charges if it goes far enough. Cyberbullying on Facebook has contributed to the
deaths of several teens who either committed suicide or were killed by a peer. Cyberbullying that
involves hacking or password and identity theft may be punishable under state and federal law.
When adults engage in this kind of online behavior it is called cyber-harassment or cyberstalking.

c.STALKING

The term “stalking” is thrown around a lot on Facebook, and it is often meant as a joke for
regularly looking at someone’s profile. However, the actual act of cyberstalking is a common
crime on the social networking site and can result in a serious offense. Cyberstalking typically
involves harassing a person with messages, written threats, and other persistent online behavior
that endangers a person’s safety. Although cyberstalking may seem like nothing more than
annoying behavior, it is a legitimate cause for concern in many cases and can even lead to in-
person stalking or endangerment if not treated seriously.

d.ROBBERY

It doesn’t take much for a thief to find out where you live, go to school, work, or hang out if you
make that information readily available on Facebook. If you use Facebook’s check-in or Google
Maps feature, then you could be in a heap of trouble if a robber is paying attention. This person
isn’t always a complete stranger either; they may be an old acquaintance or someone else you’d
never expect to come rob you.

IDENTITY THEFT

With the large amount of personal information swarming around Facebook these days, it has
become fairly easy for criminals to steal users’ identities. Hackers often break into users’ e-mails
and make fake Facebook accounts. From there they can access personal and bank information and
cause havoc to your sense of security. Protect yourself from identity theft on Facebook by keeping
your profile very secure and free of personal information that a criminal would love to have.

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1.3.3 INFORMATION INQUIRY THROUGH FACEBOOK

These operational guidelines are for law enforcement officials seeking records from Facebook and
Instagram. For private party requests, including requests from civil litigants and criminal
defendants, please visit the Help Centre. Users seeking information on their own accounts can
access Facebook's "Download your information" feature from their account settings. This
information may change at any time.

 INTERNATIONAL LEGAL PROCESS REQURIREMENTS

We disclose account records solely in accordance with our terms of service and applicable law. A
Mutual Legal Assistance Treaty request or letter rogatory may be required to compel the disclosure
of the contents of an account. Further information can be found here.

 ACCOUNT PRESERVATION

We will take steps to preserve account records in connection with official criminal investigations
for 90 days pending our receipt of formal legal process. You may expeditiously submit formal
preservation requests through the Law Enforcement Online Request System, or via the postal
address indicated below.

1.3.4 IMPACT ON SOCIAL MEDIA MARKETNG

 Social networking is used by about 76% of businesses in order to achieve their

marketing objectives.
 Business retailers experience about 133% increase in revenues after marketing their
business in the mobile market that promotes social media marketing value for their
business.
 40% of online shoppers from the US use the Smartphone for in-store shopping.
 About 71% of the consumers respond according to the feedback and recommendation
of social users regarding a particular brand.

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 Consumer reviews are regarded by shoppers as trustworthy than the marketing
promotion coming directly from the brand site.
 The majority of successful brands have a social media page in order to widen their
marketing coverage of making their brand more accessible among the social media
users.

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1.4 METHODOLOGY

TYPES OF DATA

1.PRIMARY DATA

If Facebook likes were votes, Bernie Sanders would be on pace to beat Hillary Clinton nationwide
by a nearly 3-to-1 margin and Donald Trump to garner more support than Ted Cruz and Marco
Rubio combined. Anything seems possible this year, but, still, be careful how you interpret these
numbers: Facebook likesare not votes.

According to the Pew Research Center, 58 percent of American adults use Facebook. But this
share is not a representative sample of the country Facebook users are disproportionately young
(although not as young as users of other social media networks), low-income and female. And the
sample may be even more skewed because only some people on Facebook have liked a presidential
candidate's page and because those pages haven't existed for the same amount of time. As “The
Literary Digest” taught us in 1936, large but biased samples aren’t so effective.
Of course, Facebook isn’t claiming to be predictive likes can still be a fun gauge of where
candidates have support. If you want your voice to be heard in 2016, you should vote. But if you
want to be included in the next update of this map, just go like a candidate’s page.

2.SECONDARY DATA

* To understand the longitudinal nature of relationships.

* To understand group differences, trends over time.
* To explore new and emerging social phenomena.
* More data (and types of data) are being collected and available then ever before.
* There is a unique opportunity to explore this ever growing source(s) of data, and to
ask important research questions. More data (and types of data) are being collected
(and available) then ever before.
* There is a unique opportunity to explore this ever growing source(s) of data, and to
ask important research questions.

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 SAMPLE SIZE

The sample sizeis simply the number of units in your sample. In the example above, the sample
size selected may be just 20 of the Facebook users that are part of our population of frequent, male,
Facebook users in the india.-

In practice, the sample size that is selected for a study can have a significant impact on the quality
of your results/findings, with sample sizes that are either too smallorexcessively large both
potentially leading to incorrect findings. As a result, sample size calculations are sometimes
performed to determine how large your sample size needs to be to avoid such problems. However,
these calculations can be complex, and are typically not performed at the undergraduate and
masters level when completing a dissertation.

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1.5CHAPTERIZATION

CHAPTER 1

Includes information about social media , introduction of social media ,social media usage
,patents of social media technology

Introduction about facebook

Objectives

1.impact on business through facebook pages,

2.crime through facebook ,scams,cyberbuylling , stalking,robbery,identity theft,

3.information inquiry through facebook ,intenational legal process requrirements,account

preservantion,

4.impacrt on social media marketing

Methodology

primary data and secondary data

CHAPTER 2 Company profile

mission,history

Objectives of facebook in business, independence ,community ,data centre,,considerd the source

,find out what others think,do some research .

SWOT streanth,weekness,opportunities,threats ,unique achievenments,awards and recognition

,future plans.

functional profile products,newsfeed ,profile,messenger,pages, vedioes,

financials sources of finance of finance,income statements,balancesheet,

personal departnmet facebook five core values ,recruitment process,incentieves

marketing 4ps

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product,price ,place,promotion,people ,process,physical evidence ,segmentation,targeting and
postioning (STP)

Analysis Unique achievements,Future plans and Fuctional profile of the company.

CHAPTER 3

1. Conceptual profile related to facebook with respect to social media marketing.

Integratation research in asal development,sample size,

b.theretical aspects of the facebook

Abstract 1.micro theroiessocial exchange theory

2. Social penetration theory

2. Application of the facebook in the company

a.Introduction of application

b.favrorites of application used

1.telephone

2.slideshare

3.circle up

4.free conference calls

5.facebook vedio

ChAPTER 4 Includes the case study on analaysis conducted.

CHAPTER 5 Includes summary and suggestions.

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CHPATER: 2 COMPANY PROFILE

15
16
2.1. GENERAL PROFILE

2.1.1. MISSION

Zuckerberg's latest post comes as Facebook today also announced some new features
designed to help admins grow and manage their groups. For starters, admins can now schedule
posts in advance to run at a specific day and time. Facebook will also now show admins real-time
metrics about their group, including the times that members are most engaged.

The process of accepting new users should be less time consuming going forward. That's because
admins can now sort and filter membership requests based on common categories like gender and
location, then accept or decline everyone at once.

It'll also be easier able to clean up posts from bad actors. Admins can now remove a person and the
content they created within the group -- including posts, comments and other people they added to
the community -- in one step.

Facebook is also testing a group-to-group linking feature that lets admins recommend similar or
related groups to their members.

Over the past decade, Facebook's mission has been to make the world more open and connected.
Going forward, however, its goal is to "give people the power to build community and bring the
world closer together," Mark Zuckerberg announced Thursday.

Facebook will continue working to "give people a voice and help people connect," but this new
mission statement takes things a step further.

"Our society is still divided," Zuckerberg wrote in a Facebook post. "I believe we have a responsibility to
do even more. It's not enough to simply connect the world."

He went on to say that the "greatest opportunities and challenges" of the next generation -- things
like "ending poverty, curing diseases, stopping climate change, spreading freedom and
tolerance [and] stopping violence" -- will only be solved collaboratively, when groups and nations
work together. Change, he added, has to start locally.

"We have to build a world where every single person has a sense of purpose and community," the
Facebook co-founder wrote. "That's how we'll bring the world closer together."

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Zuckerberg also wrote about the importance of community in a nearly 6,000-word letter he posted
in February. Facebook wants to foster a supportive, safe, informed, civically engaged and inclusive
community, he wrote. But with almost 2 billion Facebook users, that last bit -- inclusivity -- can be
tough.

"In the last year, the complexity of the issues we've seen has outstripped our existing processes for
governing the community," Zuckerberg wrote, pointing to incidents like the removal of a famous
Vietnam War photograph and the live police shooting video of Philando Castile (both of which
were later returned to the site).

"This has been painful for me because I often agree with those criticizing us that we're making
mistakes," Zuckerberg wrote at the time, before pledging to allow Facebook "to permit more
newsworthy and historical content, even if some is objectionable.

2.1.2.ORIGIN OR HISTORY

Facebook is an American online social media and social networking

service company based in Menlo Park, California. Its website was launched on February 4, 2004,
by Mark Zuckerberg, along with fellow Harvard College students and roommates Eduardo
Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes.

The founders initially limited the website's membership to Harvard students. Later they expanded
it to higher education institutions in the Boston area, the Ivy League schools, and Stanford
University. Facebook gradually added support for students at various other universities, and
eventually to high school students. Since 2006, anyone who claims to be at least 13 years old has
been allowed to become a registered user of Facebook, though variations exist in this requirement,
depending on local laws. The name comes from the face book directories often given to American
university students. Facebook held its initial public offering (IPO) in February 2012, valuing the
company at $104 billion, the largest valuation to date for a newly listed public company. It began
selling stock to the public three months later. Facebook makes most of its revenue
from advertisements that appear onscreen.

Facebook can be accessed from a large range of devices with Internet connectivity, such as desktop
computers, laptops and tablet computers, and smartphones. After registering, users can create a
customized profile indicating their name, occupation, schools attended and so on. Users can add
other users as "friends", exchange messages, post status updates, share photos, videos and links,
use various software applications ("apps"), and receive notifications of other users' activity.
18
Additionally, users may join common-interest user groups organized by workplace, school,
hobbies or other topics, and categorize their friends into lists such as "People From Work" or
"Close Friends". Additionally, users can report or block unpleasant people.

Facebook has more than 2.2 billion monthly active users as of January 2018. Its popularity has led
to prominent media coverage for the company, including significant scrutiny over privacy and the
psychological effects it has on users. In recent years, the company has faced intense pressure over
the amount of fake news, hate speech and depictions of violenceprevalent on its services, all of
which it is attempting to counteract.

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2.1.3. OBJECTIVES

OBJECTIVES OF FACEBOOK IN BUSINESSES

1. INDEPENDENCE
The swift expansion in Facebook users attracted other companies hoping to share in the profits.
Rumors spread about offers from Google, Viacom and Yahoo varying in size from $750 million to
$1 billion. In an interview with Time magazine in 2007, Zuckerberg stated that Facebook was not
for sale and that staying independent was the company's objective from the start. So far it has had
investments from Accel and Microsoft. In 2011, Goldman Sachs bought a stake in the company
and then promised a $1.5 billion offering of stock to overseas investors. This was withdrawn amid
much controversy. For the moment, Facebook is not a public company and retains its
independence.

2. COMMUNITY

One perception of Facebook is that much of it is about making new connections. According to
Zuckerberg, this has never been a Facebook objective. He states in an interview with Time
magazine that its objective was always to build a community for people who were already
connected in real life. The site's style and applications are also based on the way people naturally
communicate, according to the founder. One of its objectives is building the size of that
community. In competition with Twitter, both networking sites announced an objective of reaching
a billion users.

4. DATA CENTER

Building new data centers appears to play a part in Facebook's expansion objectives, according to
Rich Miller at Data Center Knowledge, a data center trade publication. A 2011 report suggests that
the company may add to its new data center facility in Prineville, Ore., which covers 300,000
square feet. Facebook requires hundreds of servers to keep its 600 million users' Facebook pages
updated regularly, and it intends to exclusively use Facebook-owned data centers using Facebook-
designed servers from 2011 onward.

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5. CONSIDER THE SOURCE

Look at the site's URL. A site address ending in .gov or .mil is an official U.S. government
website, and information on the site generally goes through extensive layers of review and quality
assurance prior to posting. University and school websites are often identified by an .edu extension
and usually adhere to academic standards for posted materials (unless the schools provide students
with personal Web pages, in which case, there may be no standards for information posted by the
students). Other common extensions like .com, .org and .net have highly variable protocols for
quality control, resulting in many credible sites but many that are far less so.

A source that is well-known to you, such as a local library, newspaper, business or community
organization, is likely to build an online presence that reflects the group's offline credibility. Sites
built largely or wholly from user-generated content, such as many social media sites, are less likely
to have mechanisms in place to assure credibility of the information that is posted.

6.Find Out What Others Think

Put the site's URL address in quotation marks--"www.anysite.com"--and use it as a search term in
Google, Bing or any other search engine. Scan the search results to see which other sites are
referencing the URL and the types of feedback the sites have on the URL. Sites that have very few
mentions elsewhere on the Internet have not been widely viewed and will have little or no
testimony as to the site's credibility. Sites with hundreds or thousands of mentions will generally
have feedback from users of the site as to its overall credibility. For instance, if you see many
search results that refer to the site as a "scam," treat the content of the URL you searched with
skepticism.

Identify the author of the site, whether a person or an organization, and search on the author's name
as well. Your search results will provide feedback on how well the author is regarded. For sites
with no information as to who or what group created the site, the content should be viewed with
caution.

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7. DO SOMERESEARESH

Use online tools for additional feedback about a specific site. Alexa offers details about a site's
popularity, traffic and history. It also identifies other sites on the Web with similar content so you
can compare how sites present information. Online encyclopedias like.
Wikipedia have entries on the Internet's larger sites and often include commentary about how the
user community perceives a site's credibility. For business sites, you can check the Better Business
Bureau for ratings on the overall business. BBB also includes ratings for charitable organizations.
Enter a website's address in online tools like Norton Safe Web to find out if a site has been
identified as containing malware and is unsafe to visit. The site's whois recordincludes details on
when the site was registered, by whom and from what country.

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2.1.4. SWOTANALYSIS

This is Facebook, Inc. SWOT analysis in 2013. For more information on how to do a SWOT
analysis please T refer to our article.

Facebook SWOT analysis

Strengths Weaknesses

Weak CTR of advertisements

1. Integration with websites and applications 1. Social network lacks of some features

2. More than a billion active monthly users 2. One source of revenues –

3. Excellent users experience advertisements on Facebook

4. Understanding of user’s needs and behavior 3. Attitude towards users’ privacy

4. Lack of website customization
5. Weak protection of users’ information

opporutunities threats

1.increasing number of mobile internet users

1.Increasing number of people using facebook
through mobile devices
2.users using ad-block extension

2.expansion to china
3.slow growth rate of onlne advertising

3.Diversify sources of revenue

4.Identity thefts

4.open facebook market place

5.weak business model

STRENTHS

Integration with websites and applications. To enrich user experience and engage more users
to use Facebook, the social network has launched many features that would allow closer
integration with other websites and producers of applications that run via Facebook. Easy
integration and use of applications results in competitive advantage over other social
networking websites that struggle to provide the same level of service.

23
 1. More than a billion active monthly users. For a social network to grow, it must have users.
The more users the Facebook has, the more socially connecting it is. With one billion active
monthly users, Facebook is able to connect people not only locally but globally as well.
2. Excellent user experience. Facebook has an easy to use interface, is integrated with many
website, can connect people through PC or mobile devices, is translated into more than 70
languages and has many more additional features that lack other social networks.
3. Understanding of user’s needs and behavior. Except Google, no other business has so many
data collected on what users like, dislike, needs and how the users behave online. With so
much data, Facebook knows what exactly to offer to its users (what additional features, what
advertisements) and how to further improve their experience with Facebook.

Weaknesses

1. Weak CTR of advertisements. Facebook has a lower click-through-rate (CTR) than an

average website, which is only 0.05% and about 4% respectively. In order to earn more
income from the advertisements Facebook has to change the way it displays the ads
(advertisements on wall posts have more than 6% CTR) but without interfering users’
experience.

2. Social network lacks of some features. Although Facebook has a wide range of features that
other social networks don’t, the website still lacks: video chats, group chats, dislike buttons,
ability to unsubscribe from alerts and many others.

3. One source of revenues – advertisements on Facebook. More than 80% of Facebook’s

revenues come from advertising on its social network. The growth of the revenues directly
depends on the growth of users. This leaves the business very vulnerable and dependent on
continuous growth of users, which will eventually be only marginal as the social network
has already attracted so many users.

4. Attitude towards users’ privacy. Facebook collects private users’ information and then
stores it, uses it for its own purposes or sells it. Such treatment of users’ private information
draws negative attention that decreases popularity of Facebook.

5. Lack of website customization. Many Facebook’s users spend a lot of time on social
network and want the website to reflect their personalities but are unable to customize the
24
 website to their needs and are forced to use uniform template for all users. In comparison,
Google+ allows for much more personalization of the social network account than
Facebook does.

6. Weak protection of users’ information. Facebook, having so many users that upload
personal information to the social network, is a target for attacks that steal passwords and
other personal information from the users. Such attacks occur every day and thousands of
passwords are stolen. Though, Facebook is not doing enough to protect users’ from identity
attacks.

Opportunities

1. Increasing number of people using Facebook through mobile devices. Currently Facebook
has more than 600 million users who use Facebook through mobile devices. Despite that
this group makes 60% of all Facebook users, the mobile advertising only accounts for only
14% income for the company. Facebook has an opportunity to create a platform that could
be used to display ads for mobile users and increase firm’s income.
2. Expansion to China. Easing government regulations and newly elected government may
open a way for Facebook to enter China’s social networking market. Until then, Facebook
should prepare itself for such an entry.
3. Diversify sources of revenue. Facebook heavily relies on advertising on its social network
as a source of income, but with being the number 2 website in the world and more than 1
billion active monthly users, Facebook could exploit other opportunities to attract the
money.
4. Open Facebook marketplace. With so many users and extensive coverage of the world,
Facebook is well positioned to open Facebook marketplace. If successful, it would bring
more revenues than the advertising, thus boosting company’s growth and future prospects.

Threats

1. Increasing number of mobile internet users. Currently Facebook has more than 600 million
users who use Facebook through mobile devices. Despite that this group makes 60% of all
Facebook users, the mobile advertising only accounts for only 14% income for the
business. If the company will be unable to monetize mobile users, it will face decreasing
advertising income as more PC users will turn to mobile users.

25
2. .Users using ad-block extensions. Educated internet users often install extensions that
block Advertisements from the websites. The growing number of such users is threatening
Facebook’s model as they can’t see advertisements and click on them.

3. Slow growth rate of online advertising. Although online advertising still grows in double
digits (14% in 2012, down from 23% in 2011) that growth is slowing down, thereby
threatening growth of Facebook’s advertising income.
4. Identity thefts. Even today, identity thefts are common on Facebook. The more identities
are stolen the more criticism Facebook will receive strongly damaging its brand for
inability to protect users’ private information.
5. Weak business model. Facebook’s aim is to attract social network users, display the ads for
them and charge the businesses for the ads displayed. Although Facebook’s business model
looks sound for the moment, the company may face severe difficulties if some conditions
change that are not in firm’s control. For example, slowing growth of online advertising,
new social network, shift from advertising on Facebook to other websites.

2.1.5.UNIQUE ACHIEVEMENTS

For the full 2015 year, Facebook reached $17.93 billion in revenue, up a remarkable
44% from $12.466 billion in 2014. Mobile continued to increase its share of the Facebook
revenue pie, accounting for 80 percent of the company’s total advertising revenue in the
fourth quarter of 2015, up from 69 percent in the fourth quarter of 2014.

Heading into 2016 it’s clear that consumers have shifted to mobile – and businesses know
they need to catch up. Marketers now realize that if they want to reach their customers
where they are – mobile is essential.

Everything at Facebook seems to be growing, from video views to business pages. Here are
the milestones that were achieved during 2015:

AWARDS AND RECOGNITION

In its latest bid to grow its business outside North America, Facebook is restructuring its
advertising awards to better emphasize work from beyond America’s borders.

26
This year, the Facebook Awards will institute a regional bracket system that will crown
winners for each category in four regions — North America, Latin America, EMEA and
Asia-Pacific — then pit those local winners against one another to determine overall
honorees.

The idea, Facebook executives say, is to ensure that all work is first judged within its own
cultural context and to give work from emerging regions or companies a fighting chance at
international recognition.

"We want to bring people into the evaluation process from those countries that can evaluate
the work on an even playing ground, to make sure that they at least have a fair shot to be
celebrated when they deserve it," said Jason Fournier, Facebook’s marketing manager,
creativity and brand.

This year’s Facebook Awards will also feature new categories, including a Small Business
Award "for those small-business owners that have earned effective eye-opening results,"
Fournier said.

The move comes as Facebook puts increasing focus on its business in emerging markets,
both among consumers and advertisers. Nearly half of Facebook’s $4.3 billion in
advertising revenue came from North America in the

In May, the company launched a lightweight ad unit, "Slideshow," that is viewable on

mobile phones with slow connections. The company has also been working to bring free
Internet access to people in developing countries with its controversial Internet.org
program.

Now, by ensuring that each region will have its own set of Facebook Award winners, and
increasing the likelihood that a non-Western brand could win top honors, Facebook hopes
to boost its profile with advertisers in foreign countries.

"For instance, we're going to have a regional judging event in Singapore, where all the
work that came in from APAC will be evaluated," said Fournier. "So a piece of work in
Thailand will be evaluated against a piece of work in Indonesia. What that will create is this
‘Best of APAC’ story, and really unlocks another round of storytelling around the best
work coming out of each of those respective regions."
27
2.1.6. FUTURE PLANS

So, Facebook has more users than the country of India has residents. As a company, it's looking
likely to soon be the youngest business in history to be worth $150 billion.

These and plenty more stats are circulating on the 10-year anniversary of the social network's birth.
But for businesses that use Facebook, there's a lot more to know about the really big, longer-term
plans for the company. I got an inside look at the company's plans for expanding further in New
York City, and the city's engineering head also divulged three keys to the long-game for Facebook
as a whole. Here goe

1. APPS GALORE
That "multi-app strategy" you've heard of? Yes, it's true. As smartphones become increasingly
embedded in daily lives, new communications patterns are emerging. And they are fractured.
People share by tagging themselves in photos. They share with short message blasts through apps.
They share private messages. According to Serkan Piantino, there's "a whole universe" of sharing
behaviors that Facebook understands--and wants to master. But gone are the days when the social
network wanted all sharing to be done in one place. Look no further than the acquisition of
Instagram, and this week's launch of Paperthat Facebook is investing heavily on its own universe
of apps.

2.MAKE THE GRAPH REALLY,USEFUL TO LOTS OF PEOPLE

During an interview with Bloomberg Business week, Facebook co-founder and CEO Mark

Zuckerberg admitted last year's launch of in-Facebook search, known as Graph Search, wasn't
smooth. He said it would be "generous" to suggest that Graph Search worked even half the
time. It's now a major project within Facebook to redesign Graph Search for mobile, according to
the company's engineering vice president, Mike Vernal. Piantino says that while Graph Search
already is quite useful in finding people who fit certain criteria (say, 2004 Carnegie Mellon grads),
the next step is "using the graph that we've created to create this thing that's really, really useful to
people." That could mean finding the nearby restaurant your friends like best when you're
traveling. Only, the amount of data it'll take to actually make recommendations so tailored to an
individual is a little daunting. Vernal tells Business week that harvesting the data required to truly
make Graph Search deeply useful is a multiyear journey.

3.REACH EVERY ONE ON EARTH

Sound audacious for a company with 1.23 billion users to want to reach five billion more--almost
the entire population of the planet? "This is a very real goal for the company," Piantino says. "It's
one of the impacts we want to have on the world." And this appears to be a goal Zuckerberg is
willing to strive to reach regardless of its money-making potential for the company. In an online
28
paper, Zuckerberg wrote: "The unfair economic reality is that those already on Facebook have way
more money than the rest of the world combined, so it may not actually be proﬕtable for us to
serve the next few billion people for a very long time, if ever. But we believe everyone deserves to
be connected."

There are a lot of ways to build fast-growth companies. Just consider this year's Inc. 5000 list. The
annual ranking of the fastest-growing private companies in America includes everything from
canned wine producers and freight movers to kayak makers and truck bumper manufacturers.

The six companies below, though, take the cake when it comes to innovative business models.
Whether it's reinventing hospital garb or hosting mind-blowing vacations, these startups all have
one thing in common: They've tapped into something their customers really wanted.

Here are the most innovative business models of this year's Inc. 5000, in no particular order.

FUNCTIONAL PROFILE

2.2.1. PRODUCTS
The social giant hosted thousands of developers in San Jose Tuesday for the first day of F8, its
annual developer conference.

CEO Mark Zuckerberg headlined the company’s keynote in his signature gray t-shirt and blue
jeans, and spent almost 20 minutes outlining Facebook’s new augmented reality platform, a new
way for developers to build features into Facebook’s built-in camera that add digital graphics to the
real world you see through the lens.

Simple versions of what Zuckerberg has in mind already exist in the real world: Face-distorting
filters that Snapchat popularized are one examples, and so is the mobile game Pokémon Go.

“Think about how many of the things you use [that] don’t actually need to be
physical,” Zuckerberg told Recode in an interview where he outlined his broader AR vision, which
includes AR glasses. “A key part of that journey is making an open platform where any developer
can create anything they want,” he added.

Face book launched that platform Tuesday, but it wasn’t the only major update.

 A New “Social VR” product

Facebook is beta testing a new social virtural reallity product called Spaces that lets users
create an avatar, then “meet up” with other users’ avatars in a digital world. It’s an effort to
turn VR, which has historically been a solo activity, into a group activity. Users can chat and
gesture with their arms, draw pictures or watch a YouTube video. The challenge, as with all
VR products, is scale. How do you convince people to buy a headset in order to spend time
together in a virtual world? Explained Rachel Franklin, Facebook’s head of social VR, in an
interview with Recode: “If we can do a good enough job of having you feel [an actual
emotional connection] in VR, then the hardware purchase becomes a no-brainer.”

29
 A better way to find bots Facebook Messenger has tens of thousands of bots on its
platform, but they are hard to find. So Messenger is launching a dedicated discovery tab
and new QR codes that, when scanned, bring users directly into conversation with a bot.
QR codes are big in messaging apps in Asia, but haven’t caught on here in the United
States, including when Messenger has tried them before. “But we’re going to give this
another go,” Messenger boss David Marcus said.

News Feed
The news feed is the primary system through which users are exposed to content posted on
the network. Using a secret method (initially known as EdgeRank), Facebook selects a
handful of updates to actually show users every time they visit their feed, out of an average of
1500 updates they can potentially receive.
On September 6, 2006, Ruchi Sanghvi announced a new home page feature called News
Feed. Originally, when users logged into Facebook, they were presented with a customizable
version of their own profile. The new layout, by contrast, created an alternative home page in
which users saw a constantly updated list of their friends' Facebook activity. News Feed
highlights information that includes profile changes, upcoming events, and birthdays, among
other updates. This has enabled spammers and other users to manipulate these features by
creating illegitimate events or posting fake birthdays to attract attention to their profile or
cause. News Feed also shows conversations taking place between the walls of a user's friends

30
PROFILE
face book delievered some worrisome news to its 2 billion users on Wednesday: Most people who
use the social network might have had their public profile "scraped" by "malicious actors."
What exactly is your public profile information? And how did these bad guys manage to get hold
of it
The good news is we're not talking about the private pictures and comments you posted on
Facebook's newsfeed (assuming you don't have your newsfeed set to be viewable to the public).

But there is some personal information about you on Facebook that is always viewable to the
public no matter what That information is what's known as your public Facebook profile.
Here is what your Public Profile includes
 Name
 Gender
 Username and user ID (which is in your profile's URL)
 Profile Picture
 Cover Photo
 Age range (under 18, 18-21, and over 18)
No matter how tightly you lock down your privacy settings, the above information is always going
to be viewable to everyone.

MESSENGER
Facebook Messenger (commonly known as Messenger) is a messaging app and platform.
Originally developed as Facebook Chatin 2008, the company revamped its messaging service in
2010, and subsequently released standalone iOS and Android apps in August 2011. Over the years,
Facebook has released new apps on a variety of different operating systems, launched a
dedicated website interface, and separated the messaging functionality from the main Facebook
app, requiring users to use the web interface or download one of the standalone apps.

31
 Users can send messages and exchange photos, videos, stickers, audio, and files, as well as react to
other users' messages and interact with bots. The service also supports voice and video calling. The
standalone apps support using multiple accounts, conversations with optional end-to-end
encryption, and playing games.
After being separated from the main Facebook app, Messenger had 600 million users in April
2015, growing to 900 million in June 2016, 1 billion in July 2016, and 1.2 billion in April 2017.
PAGES
Facebook Pages are a simple tool, but they allow for many interesting business opportunities.
There are some companies out there who really take advantage of the cool stuff you can do on a
Facebook business Page to connect, engage with, and delight fans, as well as drive traffic to
specific parts of their website.

VIDEOS
 Focus on quality from the first frame – Since videos auto-play silently in Feed, you
should lead with imagery that will catch a person’s eye from the very beginning.

 Premiere exclusive video content – Post exclusive video content to your Page to reward
them with something that they can’t get anywhere else.

 Provide context – Set context by pulling out a key quote or moment from the video as the text
component of your post. This will help set expectations for the experience ahead.

32
 2.2.2 FINACIALS

SOURECES OF FINANCE
Some have speculated that the real reason CFO Gideon Yu left Facebook is that the company's
finances are in a shambles. Based on conversations with several industry sources, we do not
believe that this is why Gideon left. But, in any event, a source familiar with Facebook's financial
performance shared these details:

 Facebook's revenue is growing 70% from where it was last year. (We believe last year's revenue
was about $365 million, so assuming some slowdown through the year, this would put 2009
revenue at $500 million-ish)
 The company has generated positive EBITDA (earnings before interest, taxes, depreciation, and
amortization) since August of 2007.
 The company expects to start generating cash from operations ("Operationally cash-flow positive
including cap-ex") at some point during 2010.

The source would not comment on Facebook's cash position, which is obviously critical. If
Facebook will be burning cash for more than another year, it may need quite a stash to get to cash-
flow breakeven.

1. Advertising
Advertising is the main reason for Facebook’s success. Many businesses create ads on Facebook,
and it gets paid to deliver the ads. It publishes ads on the screen that is directly related to the users
by gathering their likes and activities. i.e. if a user mentions that he/she is a fan of Coca-Cola, then
the ads related to that will be showing up to that user.

Even though the click through rate of Facebook is not as high as Google, it is generating real traffic
with the ads in it and letting the businesses to have a successful advertising campaign. This type of
ads is called Engagement ads, and it is placed on the homepage of Facebook.

There is another type of adverting called self-serving ads, in which the users can set up their
advertisements (check here to create your ads). Different types of Facebook ads associated with
this type of advertising are Standard ads, Like ads, Page post ads, Sponsored Stories and so on.

As these types of ads are easy to create, small business people are making use of it, and Facebook
is generating considerable revenue with this self-serve ad.

2. Mobile advertising
About 1/3 rd of Facebook’s revenue comes from mobile advertising. Recently, it launched its own
App Center similar to Apple which let the users download their desired applications from the
appropriate store directly and getting paid by the developers.

Also, it cooperates with mobile advertising agents to help the advertisers like AdMob and iAd to
bid for the space to advertise.

33
3. Non-advertising Methods (other sources)
Games, gift shop, Facebook credits and some featured applications are some of the non-advertising
ways with which the Facebook is creating a huge income.

a. Facebook Games
Games like Farmville, Mafia Wars, City Ville, Empire & allies are some of the popular games that
have millions of users who pay real money to play with it. These games are made by Zynga and
Facebook takes 30% revenue from it.

b. Facebook Gift Shop

Facebook Gift Shop is one of the contributors to its revenue that let the users send virtual gifts to
their friends and other users. It also opens this shop to third party developers to get the variety of
products to sell. Small items like dolls, birthday & other occasion cards can be purchased, and the
Facebook will deliver it to the preferred person.

c. Facebook credits
Facebook is generating good revenue from its credit program as it is an easy payment for the users
to buy virtual goods, to play games and to use various applications.

Payment and other fees

Facebook enables payments from its users to its platform developers. The company receives a fee
from its platform developers when users make purchases using the payments infrastructure. The
other fees revenue consists primarily of ad serving and measurement products and the delivery of
virtual reality platform devices. Facebook said that such revenue has been immaterial in recent
periods.

In 1Q16, payments and other fees revenue decreased 20% YoY to $181 million due to a decline in
payments revenue from games played on personal computers. As users shift from computers to
mobile, the company expects a decline in payment revenue due to less usage in the future.

INCOME STATEMENT
Unlike the balance sheet, which covers one moment in time, the income statement provides
performance information about a certain time: monthly, quarterly, yearly or any other variation. It
begins with sales and works down to net income and earnings per share.

There are two parts to an income statement: operating and non-operating. The operating portion of
the income statement discloses information about revenues and expenses that directly result from
regular business operations. For example, if a business creates sports equipment, it should make
money through the sale and production of sports equipment. The non-operating section discloses
revenue and expense information about activities not directly tied to a company's regular
operations. Continuing with the same example, if the sports company sells real estate and
investment securities, the company will list the gain from the sale in the non-operating items
section.

34
Annual
Quarterly
Income Statement
Revenue 12/31/2017 12/31/2016 12/31/2015 12/31/2014
Total Revenue 40,653,000 27,638,000 17,928,000 12,466,000
Cost of Revenue 5,454,000 3,789,000 2,867,000 2,153,000
Gross Profit 35,199,000 23,849,000 15,061,000 10,313,000

Operating Expenses

Research Development 7,754,000 5,919,000 4,816,000 2,666,000

Selling General and Administrative 7,242,000 5,503,000 4,020,000 2,653,000
Non Recurring - - - -
Others - - - -
Total Operating Expenses 20,450,000 15,211,000 11,703,000 7,472,000
Operating Income or Loss 20,203,000 12,427,000 6,225,000 4,994,000

Income from Continuing Operations

Total Other Income/Expenses Net 391,000 91,000 -31,000 -84,000

Earnings Before Interest and Taxes 20,203,000 12,427,000 6,225,000 4,994,000
Interest Expense -6,000 -10,000 -23,000 -23,000
Income Before Tax 20,594,000 12,518,000 6,194,000 4,910,000
Income Tax Expense 4,660,000 2,301,000 2,506,000 1,970,000
Minority Interest - - - -
Net Income From Continuing Ops 15,934,000 10,217,000 3,688,000 2,940,000

Non-recurring Events

Discontinued Operations - - - -
Extraordinary Items - - - -
Effect Of Accounting Changes - - - -
Other Items - - - -

Net Income

Net Income 15,934,000 10,217,000 3,688,000 2,940,000

Preferred Stock And Other Adjustments - - - -

Net Income Applicable To Common Shares 15,920,000 10,188,000 3,669,000 2,925,000

35
BALANCE SHEET OF FACE BOOK

In financial accounting, a balance sheet or statement of financial position is a summary of the

financial balances of an individual or organization, whether it be a sole proprietorship, a business
partnership, a corporation, private limited company or other organization such
as Government or not-for-profit entity. Assets, liabilities and ownership equity are listed as of a
specific date, such as the end of its financial year. A balance sheet is often described as a "snapshot
of a company's financial condition". Of the four basic financial statements, the balance sheet is the
only statement which applies to a single point in time of a business' calendar year.
A standard company balance sheet has two sides: assets, on the left and financing, which itself has
two parts, liabilities and ownership equity, on the right. The main categories of assets are usually
listed first, and typically in order of liquidity. Assets are followed by the liabilities. The difference
between the assets and the liabilities is known as equity or the net assets or the net
worth or capital of the company and according to the accounting equation, net worth must equal
assets minus liabilities.
Period Ending:2018
30/06
2018
31/03
2017
31/12
2017
30/09
Total Current Assets49833504124856344203
Cash and Short Term 42309 43956 41711 38289
Investments
Cash 2117 - 2212 1629
Cash & Equivalents 9435 12082 5867 5572
Short Term Investments 30757 31874 33632 31088
Total Receivables, Net 5590 5115 5832 4424
Accounts Receivables - Trade, 5590 5115 5832 4424
Net
Total Inventory - - - -
Prepaid Expenses 1934 1341 1020 1490
Other Current Assets, Total - - - -
Total Assets90291889458452478998
Property/Plant/Equipment,
18357 16211 13721 12158
Total - Net
Property/Plant/Equipment,
23918 - 18337 16446
Total - Gross
Accumulated
-5561 - -4616 -4288
Depreciation, Total
Goodwill, Net 18263 18268 18221 18213
Intangibles, Net 1573 1735 1884 2050
Long Term Investments - - - -
Note Receivable - Long - - - -
36
Term
Other Long Term Assets,
2265 2319 2135 2374
Total
Other Assets, Total - - - -
Total Current Liabilities4670508637603305
Accounts Payable 859 989 770 697
Payable/Accrued - - - -
Accrued Expenses 3720 4003 2662 2503
Notes Payable/Short Term
- - - -
Debt
Current Port. of LT
- - - -
Debt/Capital Leases
Other Current liabilities,
91 94 328 105
Total
Total Liabilities1090911325101777790
Total Long Term Debt - - - -
Long Term Debt - - - -
Capital Lease Obligations - - - -
Total Debt - - - -
Deferred Income Tax - - - -
Minority Interest - - - -
Other Liabilities, Total 6239 6239 6417 4485
Total Equity79382776207434771208
Redeemable Preferred
- - - -
Stock, Total
Preferred Stock - Non
- - - -
Redeemable, Net
Common Stock, Total - - - -
Additional Paid-In
41832 41134 40584 40199
Capital
Retained Earnings
38237 36780 33990 31209
(Accumulated Deficit)
Treasury Stock -
- - - -
Common
ESOP Debt Guarantee - - - -
Unrealized Gain (Loss) - - - -
Other Equity, Total -687 -294 -227 -200

Total Liabilities & Shareholders' Equity90291889458452478998Total Common Shares

Outstanding28913396.4729062906Total Preferred Shares Outstanding.

37
2.2.3.PERSONAL

1.Facebook’s five core values

Facebook CEO Mark Zuckerberg outlined five core values for Facebook in a letter to potential
investors. The letter appeared in regulatory filings that Facebook Inc. first submitted in February
for its initial public offering of stock.

Focus on Impact
If we want to have the biggest impact, the best way to do this is to make sure we always focus on
solving the most important problems. It sounds simple, but we think most companies do this poorly
and waste a lot of time. We expect everyone at Facebook to be good at finding the biggest
problems to work on.

Move Fast
Moving fast enables us to build more things and learn faster. However, as most companies grow,
they slow down too much because they're more afraid of making mistakes than they are of losing
opportunities by moving too slowly. We have a saying: 'Move fast and break things.' The idea is
that if you never break anything, you're probably not moving fast enough.

Be Bold
Building great things means taking risks. This can be scary and prevents most companies from
doing the bold things they should. However, in a world that's changing so quickly, you're
guaranteed to fail if you don't take any risks. We have another saying: 'The riskiest thing is to take
no risks.' We encourage everyone to make bold decisions, even if that means being wrong some of
the time.

Be Open
We believe that a more open world is a better world because people with more information can
make better decisions and have a greater impact. That goes for running our company as well. We
work hard to make sure everyone at Facebook has access to as much information as possible about
every part of the company so they can make the best decisions and have the greatest impact.

Build Social Value

Once again, Facebook exists to make the world more open and connected, and not just to build a
company. We expect everyone at Facebook to focus every day on how to build real value for the
world in everything .

38
 1. RECRUITMENT PROCESS

One of the key strengths of top companies is the employees inside them.

Who they hire and how they hire them helps determine employee attainment, employee
satisfaction, employee accountability, and employee turnover.

Small changes to recruiting processes can have a surprisingly large impact on the day to day
life of a company. According to the Glassdoor Economic reaseaarch (2015) report, a 10%
harder interview process is associated with a 2.6% higher employee satisfaction la ter on.

Loads of our clients use Process Street for managing their recruitment processes and we know
all too well how important it is to get that process right.

That’s why we’re going to explore how 3 top tech giants manage their recruitment and see
what gold standard techniques we can pass on to you. We’ll explore:

 The three stage process Google use to make new hires

 How Facebook hire Builders not just regular folk
 What Space do to hire the best of the best

a.The application

An increasing number of companies seem to be doing away with CV based hiring processes,
opting instead for more dynamic approaches like hiring through AngelList and other profile
based sites.

1.Openness and transparency Google make an effort to explain the process and the
next steps, making it clear to the candidate what is required of them.

2.Simple and standardized By providing this clarity for the applicant, Google
encourage candidates to apply in a standardized manner making it easier to process and
evaluate.

3.Achievement and experience focused Google are most interested in what you
have done in the past and what experience you can bring to the team. This is reinf orced by
having a separate hiring section for students and recent graduates.

39
b.The review

Google gives candidates a warning that this review process can take a couple of weeks.

This thorough approach has two key stages. The first involves a hiring committee which is
comprised of Googlers at varying levels within the company. Their task is to work through all
the material on each candidate and consider who stand out as top picks.

This process brings in existing Google employees from different levels and different areas of
the company. This helps source expertise from those who do these jobs on a day-to-day basis.
In a way, this crowdsourcing of judgement reinforces the previous openness at the heart of t he
hiring process.

The recommendations of the independent hiring committee is added to the candidate packet
and passed on to a senior leader in the company. Google claim this adds a further layer of both
review and objectivity.

The ultimate decision is then made.

All in all, the Google recruitment process provides a clear and standard way to manage
recruitment. It seeks to understand the capabilities of the candidate while being open and
honest, plus manages to involve other staff throughout the company in coming to that
decision.

c.principles to consider from Lori Goler

According to Facebook’s Head of People, Lori Goler, writing in Fast Company, there are
three guiding principles which are held to throughout the recruiting process in understanding
what Facebook are looking for from a new hire.

Strengths

Goler talks about the importance of focusing on a person’s strengths when evaluat ing their
past performance and predicting their future potential. She highlights that sometimes this can
be done on assessing past performance and other times on hiring for potential – provided
you’re key focus is the candidate’s strengths then you can pick your methodology on a case by
case basis.

40
Creativity

Goler uses the language of “builders” in her work, describing a person or type of people who
are creative and driven; problem solvers. This idea, of bringing on people who see something
which needs doing and just do it, is reminiscent of hiring for a tiny startup where proactive
people are the way to make consistent progress. Goler uses the example of one hire who built
a database of volunteering events from around her neighbourhood and shared it wit h others.
Sh had noticed there was no one place to source this information, so she just built it herself.

If you can show a hiring manager at Facebook something you yourself thought of, put
together on your own, and then convinced other people to start using, you’ll stand a better
chance of sticking out.

Ambition

When discussing the skills Goler seeks out in Facebook’s workforce, there is a strong
emphasis on learning and on how the candidate has learned in the past. A particular focus
appears to be on when candidates have learned from high risk situations. This emphasis on
risk and ambition in relation to learning suggests a lean away from the safe candidate toward
the candidate with higher potential for excellence. Failure is appreciated, because failure is a
source of learning.

3.INCENTIVES

Provide Value to Your Customer

First and foremost, you want to offer incentives that your customers will care about. So before you
do anything else, ask yourself, “What is the number one thing my customers want?” The more
closely aligned your incentive is with customer needs and wants, the higher the chance your
incentive program will be successful. This is true on Facebook, as in all incentive marketing.
If your customers shop on price, discounts that make them feel like they’ve gotten a deal will be a
valuable incentive. This is especially important if you sell a commodity that is basically the same
as your competition’s. ConAgra launched a successful campaign that tripled their Facebook
followers within 24 hours by offering a coupon on their Healthy Choice food items. This is a
crowded market with lots of healthy offerings that appeal to both men and women who care about
their diets.
Other products may not be price sensitive, and coupons provide little or no value to the customer.
In the entertainment field, what fans really want is special contact with their idol. Bragging rights
to backstage passes, special limited edition CDs, or other cool incentives have far more value to
these status-hungry customers. As in any other aspect of marketing, know what your customers
want, and you will be able to decide how best to reach them on Facebook.

41
Tie In a Crowdsourcing Element

The real power of social media is its ability to go viral as people pass around information the Web.
Going viral doesn’t usually just happen on its own, but you can help it along with some clever
Facebook incentive programs.
Remember that Healthy Choice offer? Well, they added in a crowdsourcing element that got
Facebookers promoting the incentive for the company. It’s not only free advertising the message
has a lot more value since the idea comes from a “Friend?” instead of a corporation.
In this cool Facebook campaign, consumers could make the value of the Healthy Choice coupon
grow, as more and more dieters liked the brand. These cost-conscious customers helped sell the
program to their friends in cyberspace beyond Facebook. Notices of the great promotion showed
up on Twitter as well, linking back to the Facebook offer. In just three days, people around the
Internet got Healthy Choice past its “Buy One, Get One” goal with over 37,000 responses.

Hold a Sweepstakes
Sweepstakes and contests are very popular Facebook incentive programs, but be sure you check
out local laws first. There are guidelines you need to follow to be sure you don’t get into trouble
and rack up fines. That said, customer and potential customers love a bigger payoff and will take a
chance on getting rich if it’s offered to them.
Jack in the Box added in crowdsourcing techniques for their “Be My Rich Fan” Facebook
campaign. Each new follower got a virtual nickel dropped in a jar until the winner picked up a cool
$11,500 reward. You might not have the cash to reward likes on Facebook, but not many other
advertising campaigns can claim the 280% increase that the fast food chain racked up with all
those nickels.

Be Consistent
One subtle tip is that you have to be sure your offer matches up with your landing page or you risk
aggravating your customers — or, worse yet, potential customers. If your offer promises a coupon
in exchange for liking a post, the chances are that the Facebook reader will get turned off if the
landing page brings up a sign-up form.
Matching up the way you articulate your offer with the next action steps required will make all the
difference in whether or not a customer responds in the way you’d like. When the offer and next
actions don’t match up, you’re sending a message to prospective customers that you and your
company aren’t trustworthy.

Create Buzz
Once your Facebook marketing campaign is ready to launch, you want to build up some hype and
expectation among your followers. Let everybody know that something very special is about to be
offered by your company, and that you want to make sure everybody who follows you knows that
this special offering is going to be announced sometime in the next few days. This gets
everybody’s attention focused in on your Facebook page.
Your followers and fans will be on the alert for your special message. If you can coax them into
responding immediately, a lot of activity will show up on the Internet, making the chances greater
that the incentive will go viral.

Interact During the Campaign

Social media is social! So any interactions with fans, new likes, or existing customers will keep the
excitement fresh. Go to the Facebook pages of new likes and like them back to show what a great
member of the online community you are! Everyone loves a business that reciprocates and
42
appreciates the extra effort. Posting updates on Twitter is also a good way to thank new fans for
joining the fun.
Well, there you have it! With these six easy tips, you can take advantage of the power of Facebook
to create buzz around your brand and even drive leads to your business. You’ll be able to create a
Facebook incentive program that not only delivers new customers but generates sales from existing
customers, too.

2.2.4.MARKETING
a. FOUR P’S
Product
Facebook as a product is a brand name itself. Almost all the people in the world are connected to
Facebook. The family, friends, relatives, co-workers, all can be connected through this intangible
asset. Facebook is one such object which you cannot hold in the hand, no pun. The handy
connectivity of Facebook has allowed us to connect to the people instantly whenever we want. The
product strategy in the marketing mix of Facebook is not only about connectivity through texts.
People are allowed to share the photos and their location, and also they can share what’s on their
mind by putting up live feeds of what’s happening in and around them. There are major companies
which Facebook took over, like the Instagram and the WhatsApp. Facebook has helped them to
expand their base and make the people connect even more easily and rapidly. Customizing how a
people will view your profile will suggest the kind of privacy you would like to have and from
which group of people. This is the most important feature of Facebook which makes it more safe in
the virtual world.

Price
Facebook is a social media powerhouse and has become one of the leading advertisers in the
world. The price of the product in this market is something which has to be very decisive. The
competition in this segment is very high. The price rise in one will make the customers move from
one product to the other. This would induce a loss in the customer base and a shift of the customers
from one company to the other. Thus fixing the price is one of the major factors of making the
company count its presence. Facebook from its inception has set the price free and is continuing to
do so. The main revenue of Facebook is through the advertisement that it gets. But the company
also made sure that these companies don’t bombard the users with their messages. This is a great
work which Facebook did. Being a market leader in social media advertising, the marketing mix
pricing strategy is that of a market leader.

Place
Facebook being an online social media service, is accessible everywhere. The places where we find
the Facebook is everywhere. It all started in a room of Harvard and slowly through the access of
internet the product breached the boundaries of the nations. The Facebook application went viral
and people started using it all over the world. We find that the people started using Facebook as it
was handy and was available to almost all the people at the click of a button. The app was
accessible on the go and people would easily log in to see the news feed. This showed what your
connected people are doing, and allows one to see the photos of each and every one. WatsApp, a

43
product of Facebook also, allows you to connect to the different people whose numbers you have
and text them or call them up for free. The Facebook services only need the access of the internet.
Promotion
Facebook is a company that is well known through the word of mouth. The promotional strategy in
the marketing mix is entirely different from any other global brand. The company has made its
footprint in the digital world. With the various features which are available online we find that the
promotion of Facebook has been done through the rise of the usage of the net. The movie was also
a kind of promotion for Facebook. The other promotion are through the word of mouth and the
various kinds of advertisement that they post. They have gone through sale promotion which
showed that the way this company increased the market shares. The Facebook platform allows
various bloggers and company to promote their product on their site, which in an indirect way is a
kind of promotion itself for the company.

People:
Mark Zuckerberg is one of the most well recognized entrepreneurs worldwide, who was
responsible for inventing Facebook. Facebook is social media website which focuses on
connecting people. Hence people form the backbone for the website. More than 1.8 billion people
are on Facebook and using its services. The employee strength in Facebook is in excess of 15000+
worldwide. The services, features etc all are focused on the likes and requirements of people.

Process
Facebook, being a website, the processes and services offered are intangible. Hence things like fast
servers, ease of use, proficient coding for a good UI and some of the processes in place for giving a
seamless experience to the users of Facebook. Also, release of new features, software upgrades,
security etv have to be done through seamless processes, which do not affect the users at any point
of time.

Physical Evidence
For a website, the physical evidence is quite limited. Facebook has offices worldwide, which are
state of the art, employee friendly and have a fresh ambience to the workplace. However, the
website, its features, its user-interface, how it opens on a laptop, tablet, mobile etc, apps, chat
features etc all come under physical evidence for Facebook. And Facebook has managed to be a
pioneer in inventing new feature time and again to keep its users engaged. Hence, this covers the
entire Facebook marketing mix.

44
 b. Segmentation,Targeting,Positioning[STP] strategy of facebook
Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern
Marketing. It is one of the most commonly applied marketing models in practice. In our poll asking
about the most popular marketing model it is the second most popular, only beaten by the
venerable SWOT / TOWs matrix. This popularity is relatively recent since previously, marketing
approaches were based more around products rather than customers. In the 1950s, for example, the
main marketing strategy was 'product differentiation'.

The STP model is useful when creating marketing communications plans since it helps marketers
to prioritise propositions and then develop and deliver personalised and relevant messages to
engage with different audiences.

 Demographics
Breakdown by any combination: age, gender, income, education, ethnicity, marital status,
education, household (or business), size, length of residence, type of residence or
even profession/Occupation.

An example is Firefox who sell 'coolest things', aimed at younger male audience. Though, Moshi
Monsters, however, is targeted to parents with fun, safe and educational space for younger
audience.

 Psychographics
This refers to 'personality and emotions' based on behaviour, linked to purchase choices, including
attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines read and TV.
While demographics explain 'who' your buyer is, psychographics inform you 'why' your customer
buys.

There are a few different ways you can gather data to help form psychographic profiles for your
typical customers.

1. Interviews

Talk to a few people that are broadly representative of your target audience. In-depth interviews
let you gather useful qualitative data to really understand what makes your customers tick. The
problem is they can be expensive and difficult to conduct, and the small sample size means they
may not always be representative of the people you are trying to target.

2. Surveys Surveys let you reach more people than interviews, but it can be harder to get as
insightful answers.

3. Customer data You may have data on what your customers tend to purchase from you, such
as data coming from loyalty cards if an FMCG brand or from online purchase history if you are
an ecommerce business. You can use this data to generate insights into what kind of products
your customers are interested in and what is likely to make them purchase. For example, does
discounting vastly increase their propensity to purchase? In which case they might be quite
spontaneous.

45
CHAPTER 3: CONCEPTUAL PROFILE

46
RESEARCH IN ASAL DEVELOPMENT

The annual Integrated Water Resource Management and Governance training will take place from
24th July to 3rd August 2017 at CETRAD Conference Hall, Nanyuki. The two-week training will
have twelve (12) participants drawn from various institutions like Water Resources Management
Authority (WRMA) representing six basins in Kenya (6 pax); Ministry of Water and Irrigation,
Land reclamation department (1 pax) Kenya metrological Department (KMD (1 pax) Upper Tana
Natural Resources Management Program (1 pax) WRMA head office (1 pax); Kenya Water
Towers Agency (1 pax); and Water Services Trust Fund (WSTF). The training includes theory,
group work, field work and presentations.

The objectives of the training include:

• To build capacity on IWRM for local and international institutions.
• To introduce learners to the concepts of IWRM
• To equip learners with knowledge on principles, processes and steps of IWRM
• To establish the linkage between IWRM and Sustainable development

The course is also offered on request provided the client meets the required minimum number of
participants.

We also offer other short courses which are:

• Food Security and Drought Management - 3 weeks
• Geographic Information Systems & Remote Sensing (GIS/RS) - 3 weeks
• Environmental Impact Assessment and Audit (EIA&A) - 3 weeks
• Resource Use Conflict Management (RUCM) - 2 weeks
Note: All courses are taught in English and are only open for graduates with the relevant training
background to each particular course. Practising government officers, newly employed graduates,
NGO staff and anybody working in the development sector is encouraged to apply.

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SAMPLE SIZE OF FACEBOOK

SAMPLE SIZE

The sample sizeis simply the number of units in your sample. In the example above, the sample
size selected may be just 20 of the Facebook users that are part of our population of frequent, male,
Facebook users in the india.-

In practice, the sample size that is selected for a study can have a significant impact on the quality
of your results/findings, with sample sizes that are either too smallorexcessively large both
potentially leading to incorrect findings. As a result, sample size calculations are sometimes
performed to determine how large your sample size needs to be to avoid such problems. However,
these calculations can be complex, and are typically not performed at the undergraduate and
master?s level when completing a dissertation.

SAMPLE FRAME

Sampling bias occurs when the units that are selected from the population for inclusion in your
sample are not characteristic of (i.e., do not reflect) the population. This can lead to your sample
being unrepresentative of the population you are interested in.

For example, you want to measure how often residents in New York go to a Broadway showin a
given year. Clearly, standing along Broadway and asking people as they pass by how often they
went to Broadway shows in a given year would not make sense because a higher proportion of
those passing by are likely to have just come out of a show. The sample would therefore be biased.

For this reason, we have to think carefully about the types of sampling techniques we use when
selecting units to be included in our sample. Some sampling techniques, such as a of non-
probability sampling (which reflected the Broadway example above), are prone to greater
biasthanprobability sampling techniques. We discuss sampling techniques further next.

48
 SAMPLING TECHINIQUE

As we have mentioned above, when we are interested in a population, we typically study a

sample of that population rather than attempt to study the whole population (e.g., just 20 of the
X million frequent, male Facebook users in the United States). If we imagine that our desired
sample size was just 5 of these Facebook users, the question arises: How do we know what
Facebook users to invite to take part in our sample. In other words, what Facebook users will
becomes part of our sample?

The purpose of sampling techniques is to help you select units (e.g., Facebook users) to be
included in your sample (e.g. of 20 Facebook users). Broadly speaking, there are two groupsof
sampling technique: probability sampling techniquesandnon-probability sampling techniques.

 Probability sampling techniques

Probability sampling techniques use random selection(i.e.,probabilistic methods) to help you

select units from your sampling frame (i.e., similar or exactly that same as your population) to
be included in your sample. These procedures (i.e., probabilisticmethods) are very clearly
defined, making it easy to follow them. Since the characteristics of the sample researchers are
interested in vary, different types of probability sampling technique exist to help you select the
appropriate units to be included in your sample. These types of probability sampling technique
include simple random sampling, systematic random sampling, stratified random
samplingandcluster sampling.

We discuss probability sampling in more detail the article, Probability sampling. We also
discuss each of these different types of probability sampling technique, how to carry them out,
and their advantages and disadvantages [see the articles: Simple random sampling, Systematic
random sampling and Stratified random sampling.

 Non-probability sampling techniques

Non-probability sampling techniques refer on the subjective judgement of the researcher

when selecting units from the population to be included in the sample. For some of the
different types of non-probability sampling technique, the procedures for selecting units to
be included in the sample are very clearly defined, just like probability sampling
techniques. However, in others (e.g., purposive sampling), the subjective judgement

49
 required to select units from the population, which involves a combination of
theory,experience and insight from the research process, makes selecting units more
complicated. Overall, the types of non-probability sampling technique you are likely to
come across include quota sampling, purposive sampling, convenience sampling, snowball
samplingand self-section sampling.

a. THEORETICAL ASPECTS OF THE FACEBOOK

Abstract
Social media is becoming more crucial to hospitality and tourism businesses, due to the
intangibility and experiential nature of tourism products and the lowered technological
barrier for average travelers to contribute information online. Different from the one-way
communication in most mass media channels, social media represents two-way
communication between consumers. Social media revived more ancient types of decision-
making prevalent before the emergence of mass media, when the exchange of opinions
between one’s families, relatives, friends, and neighbors was the basis for product purchase
decisions. As the digital version of word-of-mouth, social media represents the
materialization, storage, and retrieval of word-of-mouth content online. However, the large-
scale, anonymous, ephemeral nature of the Internet induces new ways of capturing,
analyzing, interpreting, and managing social media content. Relevant Theories Related to
Social Media

This section reviews major theoretical frameworks which may be applicable tothe study
and understanding of social media. One can separate these theories into threeschools:
micro-theories deal with those frameworks studying the dynamics ofcontribution of
information online and communication of individual social actors macro-theories are those
theories looking at the structure and dynamics of social actors andsocial media content
through global or abstract views; pseudo-theories include the recentconceptual frameworks
in marketing and social media proposed mostly by non-academics. Pseudo-theories may
make sense intuitively, but have yet to be testedempirically and rigorously with scientific
methods. All schools of theories andframeworks might contribute to our understanding of
the nature of social media, whypeople contribute, how they form relationships, and how
one can discover the opinionleaders and valuable social media content.

50
 1.Micro-Theories
a. Word of Mouth/Psychological Ownership Theory and Perceived Control Historically,
tourism researchers have found that advice from friends and relatives is the most frequently
obtained and influential source of information used by consumers in their travel decision
making (Crotts 1999; Perdue 1993). The information communicated by friends and relatives
is construed to be more credible, honest, and trustworthy than that generated from marketers,
since the communicators are not compensated for the referral. Advancements in the Internet
and Web 2.0 technologies now allow consumers to access personally meaningful critiques
not only from friends and relatives but from strangers (e.g. travel blogs, which continue to
grow in popularity). As an illustration, TripAdvisor, currently purports over 40 million
reviews attracting over 50 million unique users each month (Dépêches 2010).

b. Social Exchange Theory

Given that all social media are dependent on users providing content, an understanding of the
motives of why individuals participate appears fundamental. Social exchange theory was
originated from sociology studies exploring exchange between individuals or small groups
(Emerson 1976). The theory mainly uses cost-benefit framework and comparison of
alternatives to explain how human beings communicate with each other, how they form
relationships and bonds, and how communities are formed through communication
exchanges (Homans 1958). The theory states that individuals engage in behaviors they find
rewarding and avoid behaviors that have too
high a cost. In other words, all social behavior is based on each actor’s subjective
assessment of the cost-benefit of contributing to a social exchange.

c. Social penetration theory

Similar to social exchange theory, social penetration theory explains how human exchange forms
relationships (Altman and Taylor 1973). However, the latter focuses more on the individual and
dyadic levels while the former could explain behavior at aggregated and organizational levels.
Social exchange theory states that human beings form close relationships through self-disclosure.
Using an analogy of peeling of the layers in an onion, one must disclose him or herself through the
continuing process of expose one's inner self and identity. It starts with public, visible, and

51
superficial 10 information, such as gender, clothing preferences, and ethnicity; slowly, as the
relationship progresses, one starts to share his or her feelings; in the deepest level, one will expose
his or her goals, ambition, and beliefs (Altman et al. 1981). In the social world.

II. Macro-Theories
a. Social Network Analysis
Social network theory views the community of individuals as connected actors,and uses
mathematical models to study its structure, development, and evolution(Wasserman and Faust
1994). Social network analysis treats individual actors in acommunity as nodes; the
communications between those actors are deemed as ties, edges,links, or connections. Social
networks can form in many levels, from individual people,to families, communities, and nations.
Those ties could be communication frequency,friendship, kinship, financial exchange, sexual
relationships, or common interests orbeliefs. Together they form a complex graph structure.

B. McLuhan’s Media Theory

McLuhan is a Canadian philosopher and educator, the author of the famous quote"the media is the
message" (McLuhan 1995). He argued that the media itself, rather theactual content of the media,
will transform people and society. The actual messagespeople are communicating won't be any
different on the new media; the interactivity andfrequency of new communication pattern will
change our behavior forever. Thus, themedia's effects on society are much greater than the content
of the media.

I. Pseudo-theories

Social media landscape is fast changing due to the low cost of innovation in the era of open-source
movement. The disconnect of academia from the industry and the slow process of formal
publishing cycle poses a challenge for researchers in academic institutions . Many social media and
online marketing agencies actually are more innovative and ahead of the curve of social media for
marketing purposes. This section views two frameworks trying to make sense of social media
landscape. Carlene Li and Jerem.

52
 b.APPLICATION OF THE FACEBOOK IN THE COMPANY

INTRODUCTIONS APPLICATION

In it’s very generic, vanilla form, Facebook is just so-so as a business tool. Lots has been
written and said about its use for business, but to me the real power comes when you hang the
proper accessories, known as applications, on it and really trick it out for business and professional
use.

There are thousands of application available with one click once you have a Facebook profile. But,
don’t get caught up in adding every goofy dodad, just because you can. Think logically about your
goals for being on Facebook and then choose the tools that will help your communicate, achieve
and amplify those objectives.

Favourite applications used

 Telephone – With Telephone you can call, send and receive voice messages through Facebook,
just like having voicemail on your phone. All you need is the application and a microphone and
you can start sending messages to your friends.
 Slideshare– SlideShare is the world’s largest community for sharing presentations. You can
upload your own PowerPoint, OpenOffice, Keynote or PDF files and view presentations shared by
others. This is a great way to spread thought leadership and expertise through presentations you
may have delivered locally.
 CircleUp For Groups and Events is a lightweight collaboration app for groups and events. This
tool facilitates some of the communication needed to promote your group activity and events on
Facebook and elsewhere. This is particularly useful if you’ve created and maintain your own group
on Facebook or often promote teleseminars and workshops.
 Free Conference Calls Use Free Conference Calls to organize a business meeting on the fly. With
free conference call you can call in from anywhere; your home, mobile, Skype, or any VoIP
service. Using this app inside of Facebook can help make some immediate connections a little
deeper.

53
 Facebook Video Facebook Video provides a high-quality video platform for people and pages
on Facebook. With Video, you can upload video files, send video from your mobile phone, and
record video messages to your friends. This application is so easy to use that it makes sending
video introductions or message a powerful way to network on Facebook
 Testimonials Use Testimonials to gather your personal and professional references in one place.
Encouraging customers and contacts to post testimonials about your work and expertise adds
great marketing content to your profile.
 Introductions Introduce your friends to each other and make new ones. Ask for an introduction
to a web programmer or good lawyer. Then make introductions for your friends. This application
speeds the process of effective networking by helping focus on giving and receiving
introductions in a systematic way.
 Business Cards – Business Cards helps you network better on Facebook. Personalize your card
and attach it to your Facebook messages! View postings and network with others! This
application is much like the signature common in email messages. It’s just one more way to
say business when using Facebook.
 My LinkedIn Profile Makes it easy to promote your LinkedIn account with a badge on your
Facebook profile. Cross promoting social network activity is a great way to extend your reach.
 What I DoAllows you to promote your services products to your Facebook network. Display
your skills/wares on your profile box and list yourself in a business directory. Recommend your
colleagues services and products too.

54
 Chapter 4

FINDINGS,DATA ANALYSIS AND INTERPRETATIONs

55
FINDINGS ABOUT FACEBOOK

Now a days most of the people are starting their facebook account from their age of 15 years and
this generation children are creating their facebook account from their age of 9-10 years mostly
using facebook account are using hose wifes, job holders,senior citizens,students
,professeionlas,business persons.pepole make many friends by using social meida like facebook
,instagram even without knowing them personally .Many students mislead facebook chatting
meeting unknown persons women committing suscide as their photos are being uploaded on
facebook .

In the facebook groups mostly chatting with unkonown persons some persons harassing girls or
womens in facebook groups people waste lots of time using facebook without knowing how much
time they have spent on facebook wastly .

Mostly facebook using positively are business organizations,employees and government

oragniations .governments organizations and businesss organizations mostly using facebook for
one purpose for adevrtising for increase their sales.

some people login facebook when they get messages or any notification some of they get login to
for time pass or any social information. Most of the people use messagers app to chek facebook
some of them go through google .Most of the people prefer to keep facebook in private account but
some people keep in public account for following .

Now a days people used to creat it on younger age but it may harmful to create it in a certain age .
mark zuckerberg is ceo of facebook he just create it for long distance friends and social advertising
.But now a days it using in improper manner.

Most of the people are using facebook in social media. Facebook is the most popular app in social
media. Some of the people stay connect with friends about to 20-30% . facebook app is mostly
used to stay connect with old friends and long distance friends. Now a days its is also used to make
new friends and communicate with others.

some people using facebook app regularly some are using rarely.sometimes it is used to stay
connect with people and sometimes it can break the relation with misunderstandings in the texts.

56
DATA ANALYSIS AND INTERPRETATION

AGE

AGE PERCENTAGE

15-20 83%

25-50 8.00%

ABOVE 50 8.30%

TOTAL 100%

GRAPH

INTERPRETATION

Mostly 15-20 age persons are using facebook account is show in percentage of 84.6 precent 25-50

Age percent 7.7 percent and above 50 persons 7.7%

57
FACE BOOK FRIENDS

NO OF MEMBERS PERECENTAGE

0 23.1%

50-100 38.5%

Above 150 38.5%

TOTAL 100%

Graph

INTERPRETATION

In the total world of population using social media networks mostly facebook. Friends of
Facebook 23.1% are not touch in facebook friends 38.5% more than using facebook friends. Above
150 facebook friends are 38.5%.

58
FACEBOOK GROUPS

NO OF GROUPS PERECENTAGE
0 53.8%
1 to 5 23.1%
6 to10 23.1%
TOTAL 100%

INTERPRETATION

In the facebook some members are interested in facebook groups 1-5 groups are 23.1%

And 6-10 groups are using 23.1% and 53.8% facebook members are not using facebook groups

59
TIME SPEND ON FACEBOOK

HOURS PERECENTAGE
0-3 91.70%
10 8.30%
10 TO 20 0%
TOTAL 100%

INTERPRETATION

Mostly all the population spent their time to sacial networks. In the above table and pie chart 0-3
hours spent their time on facebook 91.70% And 10 hours is 8.3%.

60
FACEBOOK MORE USEFULL SECTORS

SECTORS PERECENTAGE
BUSSINESS ORGANIZATIONS 38.5%
EMPLOYEES 0%
GOVERNMENT ORGANIZATIONS 7.7%
OTHERS 53.80%
TOTAL 100%

INTERPRETATION

In the above table shows mostly facebook are using professional sectors like

business Organizations using for advertising for their marketing purpose,employees are 0%,

Governments Organazations are 7.7% and others like students etc are more using facebook is
53.8%.

61
FACEBOOK USAGE TIMING

DATA PERECENTAGE
WHEN I GET A MESSAGE 33.30%
FREE TIME 58.30%
UPLOADING PHOTOS 0%
TO TAG FRIENDS 8.30%
TOTAL 100%

INTERPRETATION

The facebook members are using their time on facebook when their get a message

are open their facebook account 33.3% and some members are using their freee time is 58.3%

Uploading photos are 0%, To tag friends 8.3%.

62
MESSAGES ON FACEBOOK

DATA PERECENTAGE
MESSANGER 91.70%
FACEBOOK NOTIFICATION 8.30%
TOTAL 100%

INTERPRETATION

In the above table and pie chart when facebook members are receiving messages or facebook
notifications.messanger are using 91.70% And facebook notification are Using 8.30%.

63
FACEBOOK INFORMATION

Column1 Column1
DATA PERECENTAGE
PUBLIC 46.2%
PRIVATE 53.8%
TOTAL 100%

INTERPRETATION

46.2% people are their facebook account is in public And 53.8% people are facebook
account is 53.8% . mostly facebook members are prefer their facebook account is private.

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CREATE FACBOOK ACCOUNT

CLASS PERECENTAGE
7th to 10th 41.70%
after 10th 33.30%
recently 25%
TOTAL 100%

INTEETATION

In the above table and pie chart facebook account is created in their 7th to

10th class is 41.70% and after 10th are some members are created their facebook account is 33.3%

And some of their acoount is recently created 25%.

65
FACEBOOK CEO

NAMES PERECENTAGE
MARK ZUCKERBERG 66.70%
STEVEJOBS 0%
NERENDRAMODI 8.30%
NONE OF THE ABOVE 25%
TOTAL 100%

INTERPRATATION

Total world of population are using facebook but here some of the members are dnt
about who is the CEO of facebook mark zuckerberg is 66.7% knows, and stevejobs is 0% and
Narendra modi 8.3% and some of the members are they think other person is facebook ceo is 25%.

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SOCIAL MEDIA ACCOUNTS USING MOSTLY

DATA PERECENTAGE
FACEBOOK 46.2%
INSTAGRAM 46.2%
TWITTER 7%
TOTAL 100%

INTERPRETATION

In the above table and pie chart facebook are using 46.2% of people .and Instagram are

using 46.2% of people. Twitter are less using like 7.7%.

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ONLINE FRIENDS ON FACEBOOK

NO OF MEMBERS PRECENTAGE
0 - 20 58.30%
20 - 30 0%
Above 40 41.70%
TOTAL 100%

INTERPRETATION

In the above table and pie chart online friends are 0-20 friends is 58.30%

20-30 friends are 0%,above 40 friends are 41.70% all the members are make online friends more
than direct friends.

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PURPOSE OF USING FACEBOOK

DATA PERECENTAGE
TOUCH WITH IN LD FRIENDS 66.70%
TO MAKE NEW FRIENDS 8.30%
COMMUNICATING WITHB FRIENDS OR
OTHERS 25%
TOTAL 100%

INTERPRATATION

In some members are using purpose of facebook touch in with old friends is 66.70% And

To make new friends is 8.30% And communication with friends or others is 25% of
peopleAre using facebook .

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HOW DO YOU OFTEN USE FACEBOOK

DATA PERECENTAGE
RARELY 38.5%
DAILY 23.1%
SOMETIMES 30.8%
NEVER 7.7%
TOTAL 100%

INTERPRETATION

In the above table some persons are rarely using facebook is 38.5% and daily
using their facebook account is 23.1%. so,e of these are using someties of their facebook account

30.80% , some of those never using facebook.

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RATINGS ON FACEBOOK

DATA PERECENTAGE
EXCELLENT 9.10%
VERY GOOD 45.50%
AVERAGE 36.40%
BELOW AVERAGE 9.10%
TOTAL 100%

INTERPRETATION

In the above diagram facebook members aere using they are give to ratings on facebook

9.10% of people facebook is excellent, and some people are say very good is 45.50% ,

36.40% of people give rating below average .

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LOGIN IN FACEBOOK

WEBSITES PERECENTAGE
BROWSER 0%
CHROME 16.70%
E MAIL 0%
DIRECT FACEBOOK APPLICATION 83.30%
TOTAL 100%

INTERPRETATION

Here some peole are using their facebook account login browser is 0% and login
in chrome 16.70% , through e mail 0% of using , direct facebook application is 83.30%.

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INTERPRATATION

In the total world of population using social media networks mostly facebook. Friends of
Facebook 23.1% are not touch in facebook friends 38.5% more than using facebook friends. Above
150 facebook friends are 38.5%. Mostly 15-20 age persons are using facebook account is show in
percentage of 84.6 precent 25-50percent 7.7 percent and above 50 persons 7.7%. In the facebook
some members are interested in facebook groups 1-5 groups are 23.1%.

And 6-10 groups are using 23.1% and 53.8% facebook members are not using facebook groups

Mostly all the population spent their time to sacial networks. 0-3 hours spent their time on
facebook 91.70% And 10 hours is 8.3%. In the above table shows mostly facebook are using
professional sectors like business Organizations using for advertising for their marketing
purpose,employees are 0%,Governments Organazations are 7.7% and others like students etc are
more using facebook is 53.8%. when facebook members are receiving messages or facebook
notifications.messanger are using 91.70% And facebook notification are Using 8.30%.46.2%
people are their facebook account is in public And 53.8% people are facebook account is 53.8% .
46.2% people are their facebook account is in public And 53.8% people are facebook account is
53.8% . mostly facebook members are prefer their facebook account is private. online friends are
0-20 friends is 58.30%

20-30 friends are 0%,above 40 friends are 41.70% all the members are make online
friends more than direct friends. In some members are using purpose of facebook touch in with old
friends is 66.70% And

To make new friends is 8.30% And communication with friends or others is 25% of peopleAre
using facebook . some persons are rarely using facebook is 38.5% and daily using their facebook
account is 23.1%. so,e of these are using someties of their facebook account

30.80% , some of those never using facebook. facebook members aere using they are give to
ratings on facebook

9.10% of people facebook is excellent, and some people are say very good is 45.50% ,

36.40% of people give rating below average . Here some peole are using their facebook account
login browser is 0% and login in chrome 16.70% , through e mail 0% of using , direct facebook
application is 83.30%.

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CHAPTER 5

74
5.1.SUMMARY

Facebook pages now have a beautiful Story feature, wherein you can add a different cover photo
than what’s showcased on your page and any content you want. I took this time to tell the longer
version of my story by copying/pasting interview questions from my favorite interview with Frank
McKinley of Tribe Writers. I also have links to my books and course. It would behoove you to use
this real estate for your book blurb and any endorsements/reviews plus links

Mark Zuckerberg, 23, founded Facebook while studying psychology at Harvard University. A keen
computer programmer, Mr Zuckerberg had already developed a number of social-networking
websites for fellow students, including Coursematch, which allowed users to view people taking
their degree, and Facemash, where you could rate people's attractiveness.

In February 2004 Mr Zuckerberg launched "The facebook", as it was originally known; the name
taken from the sheets of paper distributed to freshmen, profiling students and staff. Within 24
hours, 1,200 Harvard students had signed up, and after one month, over half of the undergraduate
population had a profile.

The network was promptly extended to other Boston universities, the Ivy League and eventually all
US universities. It became Facebook.com in August 2005 after the address was purchased for
$200,000. US high schools could sign up from September 2005, then it began to spread worldwide,
reaching UK universities the following month.

As of September 2006, the network was extended beyond educational institutions to anyone with a
registered email address. The site remains free to join, and makes a profit through advertising
revenue. Yahoo and Google are among companies which have expressed interest in a buy-out, with
rumoured figures of around $2bn (£975m) being discussed. Mr Zuckerberg has so far refused to
sell.

The site's features have continued to develop during 2007. Users can now give gifts to friends, post
free classified advertisements and even develop their own applications - graffiti and Scrabble are
particularly popular.

This month the company announced that the number of registered users had reached 30 million,
making it the largest social-networking site with an education focus.

Earlier in the year there were rumours that Prince William had registered, but it was later revealed
to be a mere impostor. The MP David Miliband, the radio DJ Jo Whiley, the actor Orlando Bloom,
the artist Tracey Emin and the founder of Wikipedia, Jimmy Wales, are among confirmed high-
profile members.

This month officials banned a flash-mob-style water fight in Hyde Park, organised through
Facebook, due to public safety fears. And there was further controversy at Oxford as students
became aware that university authorities were checking their Facebook profiles.

The legal case against Facebook dates back to September 2004, when Divya Narendra, and the
brothers Cameron and Tyler Winklevoss, who founded the social-networking site ConnectU,

75
 accused Mr Zuckerberg of copying their ideas and coding. Mr Zuckerberg had worked as a
computer programmer for them when they were all at Harvard before Facebook was created.

The case was dismissed due to a technicality in March 2007 but without a ruling.

1. Users own a defacto equity stake in Facebook

The average number of users during 2011 was 726 million, which means that Facebook thinks
that in return for providing its service for free it can justify withholding USD 8.8 per user per
year (this is the average per-user content-creation fee that was effectively outsourced by Facebook
in 2011) + an additional TBC amount that relates to the money that Facebook will earn in the
future from commercialising user- generated content

2. Core service is provided for free

Facebook promises “Sign Up: It's free and always will be.”This means that the company will be
unable to charge for most of its core features and will therefore need to develop an overlay, paid-
for service model which will need to be very different to the core social networking service. The
risk here is what that service will be and to what extent users will adopt it

3. Achievability of USD 39 billion in 2016

The company’s circa. USD 100 billion valuation means that Facebook will need to grow revenues
from USD 3.7 billion in 2011 to around USD 39 billion in 2016. On a like-for-like basis this is
faster than what Google achieved

4. Privacy issues may seriously reduce value of Facebook’s ‘social graph’

Pressure from regulators and users may significantly reduce the value of the data that Facebook is
collecting on users, which Facebook thinks will be fundamentally valuable in the future.

5. Current business model is incapable of enabling required growth

The company’s heavy dependence on advertising and in-game sales is a worry because these
markets are fundamentally too small to provide the company with the huge annual increases in
revenue mandated by a circa. USD 100 billion valuation. Our analysis is that there is no chance of
Facebook achieving a revenue of USD 39 billion in 2016 by selling social ads or virtual, in-game
assets

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6. Facebook’s core market is approaching saturation

For a relatively early-stage company with such high revenue growth expectations it is a serious
worry that the company’s core market is already approaching saturation. Furthermore, at just USD
20.8 billion in 2016, the Total Addressable Market for social networking is far, far too small to
support Facebook’s required growth;

7. PC-centric service weak multi-platform proposition: Facebook’s users are increasingly

accessing their accounts via smartphones and tablets, but this type of usage is currently
unmonetised because Facebook cannot currently earn revenue from selling targeted advertisements
within apps. Furthermore, Facebook’s two main current competitors – Apple and especially
Google – are not only already much farther ahead in developing credible multi-platform services
(e.g. services that span mobile, tablet and connected TV) , but they are assembling assets and IP
portfolios that indicate a strong desire to control this new market;

Our analysis is that while Facebook is undoubtedly delivering huge value to approaching 1 billion
users, the company’s current business model and the risks associated with that business model will
prevent Facebook from harvesting the ‘super-normal’ profits that are commensurate with a circa.
USD 100 billion valuation.

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5.2. SUGGESTIONS

 Having friends in common, or mutual friends. This is the most common reason for
suggestions.

Facebook today announced a new product called Friendship Pages which show users all the
content and connections shared by two people who are friends, including photos they’re
both tagged in, wall posts and comments between them, Events they both RSVP’d to, and
their mutual friends and Likes. While not fully rolled out yet, users will be able to visit
Friendship Pages by clicking links on wall posts, and possible relationship feed stories and
beneath profile pictures, as long as they are friends with one of the people and have
permission to view the other’s profile. By aggregating mutual content, Friendship Pages
give users a in-depth look at relationships.

 Being in the same Facebook group or being tagged in the same photo.

In a closed or secret group, if you tag a friend, they cannot see that post, unless they are
also a member of the Group. Their name can successfully be tagged, but as they aren't a
member, their name comes up in gray. I used to see this happen wuite often in my (closed)
Group, where a member wanted their friend to see a nail art picture. I was constantly
having to let them know, that their friend couldn't see the post.

 Your networks (example your school, university or work).

The use of social media in education continues to be something of a hot topic with
arguments both for and against.

So I carried out a small survey of 27 teaching professionals in order to create a baseline of

understanding into the use (or not) of social networking in schools, and also any concerns
over some of the e-safety risks. The full survey results can be found here.

There are many uses of social media in education - below are just a few of the ways they
can be effectively used.

 Contacts you've uploaded.

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ANNEXURES

79
QUESTIONAIRES ON FACEBOOK

Gender
1.Male
2.female
prefer not to say
Age
1.15-20
2.25-50
3.above 50

status
1.married
2.unmarried

how many facebook friends do you have ?

 1.0
 2.50-100
 3.above 150

how many facebook groups are a member ?

 1.0
 2.1-5
 3.6-10

how many hours do spend on facebook daily ?

 0-3 hours
 10 hours
 10 -20

To which sector the facebook is more usefull

 Bussiness organizations
 Employees
 Government organizations

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  Others

When do you get on facebook ?

 when I get a message
 free time
 uploading photos
 to tag friends

How do you check your message on facebook?

 messenger
 facebook notification

How do you prefer to keep your Facebook account

 public
 private

when Did you create facebook account

 7th to 10th class
 after 10th
 recently

Who is facebook CEO

 Mark zuckerberg
 Stevejobs
 Narendra modi
 None of the above

Which social media account do you use most ?

 Facebook
 Instagarm
 Twitter

How many online friends do you have on facebook

 0-20
 20-30
 above 40
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what is the purpose of using facebook ?
 Touch in with old friends
 to make new friends
 communicating with friend's or others

How often do you use facebook

 Rarely
 Daily
 Sometimes
 Never
 Other:

What ratings do you give to facebook

 Excellent
 Very good
 Average
 Below average
 Other:

How do you login facebook

 Browser
 chrome
 e mail
 direct facebook

To how many people suggested facebook

 5-10
 10-15
 No one

When facebook launched

 2004
 2015
 2016
 2017
 Other:
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 BIBLIOGRAPHY

1.https://www.google.co.in/search?q=FACEBOOK+INTRODUCTION&oq=FACEBOOK

2. https://www.google.co.in/search?ei=qmnNW-n4NoG-9QPNwZOoBg&
.
3.https://www.google.co.in/search?ei=GmrNW-iiHtH1rQGN-ZmwCQ&q=facebook

4.https://www.google.co.in/search?ei=o2rNW6aoDpOe9QPetYPACQ&q=facebook

5.https://www.google.co.in/search?ei=_mrNW5neO9PZrQG5mob4Dg

6.https://www.google.co.in/search?ei=zGvNWGIEIbpvgTmzo3wAq

7.Scott EdlemanAmerican science fiction, fantasy, and horror writer and editor of SCI
FI Magazine.

8. Mark Laxer Author of facebook

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