Case Study: FaceBook
Why do people use Faceable and what do they do when they are there? What are the Implications of this behavior-for Individuals, for organizations and for Faceable? According to a recent report, the total number of users of Faceable has reached one billion already in October 2012 (Pickers et al.
2013). This number is more than the population of Europe and people spend more than 10 billion minutes per day on Faceable (Wilson, Gosling and Graham 2012, 203).
People cannot help but exclaim how terrible figure and many sociologists want to explore why Faceable can attract people to use It. There are three broad reasons why people register for account of Faceable. First, people desire to keep In touch with their friends and to know new friends.
Faceable offers a perfect platform to allow people to chat and share their stories, news and photos with old and new friends. Second, relieving boredom is stated as a reason for Faceable use (Wilson, Gosling and Graham 2012, 209).
Users play some casual or social games on Faceable such like virtual farm to past time and boredom. For example, a user can spend little time building his virtual farm or vaulting his friend’s farm when he has 10 minutes between meetings and want to lax (Playbooks et al. 2013).
Finally, many users who are staffs of marketing department of companies use Faceable to publicize their products and services because Faceable offers a completely free profile page to them and allows their customers and fans to interact with comments (Pickers et al. 013). This behavior for individuals means that people can reinforce their social relationship and obtain pleasure from Faceable. Faceable integrates user’s pictures, feelings and relationships, which make users do not feel Internet navigable and anonymous anymore (Shih 2011 For organizations, the behavior of people use Faceable means hat they have a huge market that can bring profit for them. More registered users there are on Faceable, more chance of gaining significant profit there are for organizations.
For example, Gang, which is a famous social games company and its products on Faceable include Farmer and Actively (Pickers et al.
2013). Players need to spend real money purchasing virtual goods such like gold coins when they want their farms more beautiful than others who only want free-playing. In fact, only very small percentage of people did so. However, Gang still gained $90 million as refit in 2011 because the small percentage comes from a huge basic number of Faceable users (Pickers et al. 2013).
For Faceable, this behavior implies that more advertisers can be attracted and more funds can be obtained due to the huge number of registered users. Faceable obtained $3. 7 billion revenue In 2011, which almost came from advertising (Playbooks et al. 2013). 2. How can organizations leverage Faceable for commercial purposes? How effective are Company pages on Faceable? Social network sites such as Faceable which is the most popular destination on internet attract many organizations and companies to average them for commercial purposes and provide opportunities to online advertisers and marketers (Park.
Rodgers and Stemmed 2011, 62). Organizations use Tree propeller trotter Day Facedown to puddles tenet products Ana to Invite users to remark them (Pickers et al. 2013). Also, Faceable offers company pages which organizations and companies can build free customer Faceable pages and allows organizations and companies to post pictures and videos on those pages so that more customers can be attracted to like their products (Pickers et al. 2013).
Before appearance of Faceable Ads and company pages on Faceable, organizations only pended on showing ads to everyone who visited their company web pages to publicize their products on internet.
That was not very effective for looking for marketing and showing ads because many ads they purchased were always shown to wrong people who were not on right age, gender and occupation or not interested in their products. But now, with Faceable, company can focus on probable buyers and do not need to waste ads on those people who will never buy.
Company can target users’ profiles by using filters such as location, gender, interest and so on. For example, a golf retailer in USA might specify some conditions for their customers, which men in USA who age from 40 to 45 and golf as one of their hobbies (Shih 2011). 3.
How about Faceable Platform? What role does this play for individuals and organizations? In 2007, Faceable published Faceable Platform where three-party developers can develop applications that are small programs designed for Faceable such like games, polls and quizzes inside the Faceable environment (Wilson, Gosling and Graham 2012, 214).
Also, Faceable Platform permits outside websites to achieve integration with it through Open Graph. Over 7 million outside websites have chosen to integrate with Faceable in order to improve their contents. Faceable has become a central hub of information sharing on internet because of this feature of Faceable Platform (Wilson, Gosling and Graham 2012, 214). The appearance of Faceable Platform brings much revenue for Faceable while Faceable can help developers to reduce customers’ acquisition and to develop new features that they could charge for (Pickers et al.
In addition to a large amount of money in selling applications they developed, the third-party developers or organizations can make good market plans for their future products and build long-term relationship with users. The organizations could access to the data on the user’s profile, activities and relationships when users install the applications and agree some provision terms (Pickers et al. 2013). A successful organization should understand the thought of users and what motivates them so that more and more people want to purchase their products (laconic 2012, 21).
By those detailed information from users such like age, habit and culture, a win-win situation is established between organizations and their customers.
Organization will focus on satisfying users’ needs and desire by analyses those data in order to improve current products and to develop new products (Wong et al. 2011). Hence, Faceable Platform plays very important role for organizations. On the other hand, the appearance of Faceable Platform brings not only interesting virtual games but also other useful applications for individuals.
For example, Faceable users can install an application developed by Pizza Hut and order pizza delivery directly on it (Shih 2011).
4. Finally, review the final paragraph in the case. How would you respond to these questions’ want snout a Facecloth concentrate on? Social averting Ana toner new reduces are very important factors that can help Faceable obtain more revenue in the advertising space. Online social advertising for company is a rapidly developing field.
More and more companies have realized the significance of influence from social network on customers’ decisions and are intending to spend more money in this field through their Faceable (Shih 2011). Also, Faceable should give more support and help to third-party companies develop platform applications.
Interesting and useful applications might attract more people to register Faceable and make Faceable obtain generous bonus from third-party developer. For example, Gang paid 30% of its sales on virtual goods to Faceable (Pickers et al. 2013).
In the recent year, privacy concerns from Faceable users have become a big issue for Faceable. For example, Faceable allows everyone to view profile information includes personal information, hobbies and relationship even though he or she is not Faceable registered member (Wilson, Gosling and Graham 2012, 215). In future, Faceable will need to make a great effort to solve user privacy issues and concentrate on change the level of privacy from simple default setting to a more privacy setting such as rinds-only status (Wilson, Gosling and Graham 2012, 216).