A CASE STUDY ON FACEBOOK TAKE

CREDITS WHERE CREDITS ARE

DUE…

Presented By:

Nadia Kabir Nishat Afroj Sabrina Akter Mostanjid Al Kadri

Kulsum Ferdous
ID: 3-23-02-042 ID: 3-23-02-044 ID: 3-23-02-050 ID: 3-23-02-045
ID 3-23-02-41
 If you use Facebook (or any other social networking site), which of its features are
most attractive to you? If you don’t use any social networking site, what features
are most likely to cause you to try one?

 Answer: Like most others, I use Facebook daily, and here are some features which
are most attractive to me.
 1. News Feed:
 Facebook's main feature displays posts, updates, and news from your friends,
family, and the pages you follow. Messaging: Facebook's chat feature, which
allows you to communicate with your friends and family members in real time.
Groups: Facebook's feature that allows you to create or join groups based on
shared interests, where you can connect with like-minded people. Events:
Facebook's feature that allows you. u to create, manage, and invite people to
events such as parties, concerts, and fundraisers. Marketplace: Facebook's feature
that allows you to buy and sell goods and services within your local community.
Memories: Facebook's feature that allows you to revisit your old posts, photos,
and memories shared on the platform. Video and Live Streaming: Facebook's
feature allows you to share videos and broadcast live streams to your followers.
 2. Pin your best posts to the top:
 If you’ve shared something important on your Facebook page or posted
something your fans have particularly enjoyed, you can ‘pin’ that post to the
top of your page.
 This stops the post from being pushed down each time you post something
new and ensures that any new visitors to your page will see your best update
first. A pinned post will stay at the top of the page until you ‘unpin’ it or you
decide to pin something new to the top, allowing you to always make sure
you’re putting your best foot forward!
 3. Boost posts to increase engagement:
 Increase the ‘reach’ of your Facebook posts by experimenting with the ‘boost
post’ button, for a small cost. This feature is at its best (and most cost-effective)
when you use it to promote key posts to your own Facebook page fans, rather than
using it to promote your posts to new people.
 For just a couple of pounds over two or three days, you can ensure that important
posts, for example, a post announcing the launch of your website, a new product,
or a special offer, are seen by hundreds more of your fans than they would
organically.
 4. Save links for later:
 This feature is brilliant for saving time when you’re procrastinating on
Facebook but also really useful for storing great links to share with your fans
at a later date too.
 If you spot an interesting article (or page) that you’d like to read or share later,
you can hit the ‘save’ option and come back to it when you have more time, or
you’d like to post something really useful with your fans at the right time.
 5. Ads Targeting:
 You decide who sees your ad and where. Create the online audience based on
the traits of whom you want to see your ad, narrow down your ad's audience
by interests, gender or location, and use ad targeting to find the people who are
most likely to act. Once your ad starts running, our system will learn who is
engaging with it and, over time, narrow your audience so you reach more of
the right people.
 6. Memories:
 Facebook's feature allows you to revisit your old posts, photos, and memories
shared on the platform.
 7. Groups:
 Facebook's feature allows you to create or join groups based on shared
interests, where you can connect with like-minded people.
 8. Marketplace:
 Facebook's feature allows you to buy and sell goods and services within your
local community.
 9. Schedule your updates in advance:
 Trying to remember to post on your Facebook page every day can be easily
forgotten. There are so many brilliant tools out there to help you schedule
social media updates in advance (I use Buffer.com) but you can also do this
easily directly from your Facebook page for free.

 If you spent 20mins every Monday morning scheduling all your Facebook
posts for the week ahead then (apart from checking in for a few minutes daily
to respond to any comments) you can relax and focus on growing your
business in further ways, knowing that Facebook is already working for you.

End of Q.1
  Question No. 2
Question: Explain Facebook distinctive competencies in as much as details you can.
If you use Facebook, you can usually draw on your own experience. If you don’t use
the site, talk to a few people who do?

Facebook: Making the World More Connected

One of Facebook's core competencies is the ability to rapidly iterate and add new
features; it was named one of Fast Company's most innovative companies of 2017.
One of Facebook’s core competencies is the ability to rapidly iterate and add new
features; it was named one of Fast Company’s most innovative companies of 2017.
According to the article, Facebook innovated with concepts such as “the Creative
Hub, a platform for businesses and agencies to mock up, share, and test ads.” It has
several core competencies that permeate the entire company and allow them to be
consistently innovative. These include:
• Move Fast
• Employee Autonomy
• Focus on Impact
 Move Fast and Break Things
 Facebook likes to exemplify the Silicon Valley mantra “Move Fast and Break Things”
which is the hacker’s mentality. In Mark Zuckerberg’s 2012 letter to investors, he said,
“Hackers try to build the best services over the long term by quickly releasing and
learning from smaller iterations rather than trying to get everything right all at once.”
 This agile approach can come with its fair share of difficulties. Facebook has faced plenty
of backlash with controversies lately, including a major data security breach that led to
Zuckerberg testifying before congress. But this willingness to be bold and fast-moving
has its benefits. Facebook consistently creates products and improvements to its platform
quickly. Significant features such as removing trending topics, adding timeline stories,
and adding image filters have all been launched in the past few years. The “hacker way”
allows the company to move quickly and constantly improve the platform.

Give Employees Trust

Facebook also notably gives its employees autonomy and trust, and with that comes self-
imposed high standards of responsibility and performance. In an article written by a former
employee Pedram Keyani, he tells a story about working on a code change to the Timeline
which was pushed out to 25 million people on his second day at the company.
 Zuckerberg himself echoed this also in the investor letter, saying that the
developers organize hackathons on their own, and that “Many of our
most successful products came out of hackathons, including Timeline,
chat, video, our mobile development framework, and some of our most
important infrastructure…”

Benefits or advantages of Facebook

➨You can find and invite your friends to connect.
➨You can share each and every moment of your personal life with all your contacts.
➨It provides an interface where you can chat with all the people you know.
➨Business promotion is one of the biggest advantages of facebook.
END OF Q.2
 Question No.3

 Its click-through rate measures the number of visitors to a website who actually click on the ads. Industry wide, it's not good, and
in 2010, Facebook's click-through rate was below the industry average. Who about you- do you click through? What does it take
for you to venture away- even temporarily-from a host site when you are online? what can a company like Facebook do to
improve its click-through rate and its advertising revenue?

 Answer:
 Click-through rate (CTR) is an important metric used in digital advertising to measure the effectiveness of an ad campaign. It
represents the percentage of users who clicked on an ad and were directed to the advertiser's website. In general, a higher CTR
indicates that an ad is more relevant and engaging to its target audience. However, in recent years, CTR has become a
controversial metric, with many advertisers and marketers questioning its usefulness in measuring the success of an ad campaign.

 One major concern with CTR is that it doesn't always reflect the true impact of an ad campaign. For example, an ad with a high
CTR may drive a lot of traffic to a website, but that traffic may not necessarily convert into sales or other desired outcomes. On
the other hand, an ad with a lower CTR may still be effective if it leads to a higher conversion rate or generates more revenue per
click. As a result, many advertisers and marketers are now looking beyond CTR and focusing on other metrics such as cost per
acquisition (CPA), return on ad spend (ROAS), and customer lifetime value (CLV) to evaluate the success of their campaigns.
IN ADDITION TO THESE CONCERNS, RECENT POLICY CHANGES BY MAJOR DIGITAL
ADVERTISING PLATFORMS SUCH AS FACEBOOK AND GOOGLE HAVE ALSO IMPACTED CTR.
FOR EXAMPLE, IN 2018, FACEBOOK ANNOUNCED A MAJOR ALGORITHM CHANGE THAT
PRIORITIZED CONTENT FROM FRIENDS AND FAMILY OVER CONTENT FROM BRANDS AND
PUBLISHERS. THIS CHANGE LED TO A SIGNIFICANT DECREASE IN ORGANIC REACH FOR
BRANDS AND PUBLISHERS, WHICH IN TURN LED TO LOWER ENGAGEMENT RATES AND
CTRS FOR THEIR ADS. SIMILARLY, GOOGLE HAS ALSO IMPLEMENTED SEVERAL POLICY
CHANGES IN RECENT YEARS TO COMBAT AD FRAUD AND IMPROVE THE USER
EXPERIENCE, WHICH HAVE ALSO IMPACTED CTR FOR SOME ADVERTISERS.
THERE ARE SEVERAL STRATEGIES THAT A COMPANY LIKE
FACEBOOK CAN USE TO IMPROVE ITS CLICK-THROUGH RATE
AND ADVERTISING REVENUE. HERE ARE SOME EXAMPLES:

IMPROVE AD TARGETING: ONE OF THE MOST EFFECTIVE WAYS

TO IMPROVE CLICK-THROUGH RATES IS TO ENSURE THAT ADS
ARE TARGETED TO THE RIGHT AUDIENCE. FACEBOOK HAS A
WEALTH OF DATA ON ITS USERS, INCLUDING THEIR INTERESTS,
DEMOGRAPHICS, AND BEHAVIORS, WHICH CAN BE USED TO
TARGET ADS MORE EFFECTIVELY.

1. USE HIGH-QUALITY VISUALS: ADS WITH EYE-CATCHING

VISUALS ARE MORE LIKELY TO ATTRACT CLICKS THAN THOSE
WITH POOR QUALITY IMAGES. FACEBOOK OFFERS A RANGE OF
AD FORMATS, INCLUDING VIDEO AND CAROUSEL ADS, WHICH
CAN BE USED TO SHOWCASE PRODUCTS OR SERVICES IN AN
ENGAGING WAY.
 2. Optimize ad copy: The ad copy should be concise, clear, and compelling. It should highlight the key
benefits of the product or service being advertised and use language that resonates with the target audience.

 3. Test and iterate: Testing different ad formats, targeting options, and ad copy can help to identify which
strategies are most effective. Companies like Facebook can use data and analytics to track performance and
optimize campaigns over time.

 4. Provide a seamless user experience: The landing page that users are directed to after clicking on an ad
should be relevant to the ad and provide a seamless user experience. The page should load quickly and be
optimized for mobile devices.

 5. Use retargeting: Retargeting is a technique that involves showing ads to users who have previously
interacted with a brand or website. By targeting users who have already shown an interest in a product or
service, companies can improve the likelihood of clicks and conversions.
 6. Offer incentives: Offering incentives such as discounts, free trials, or exclusive content can help to
encourage users to click on ads and engage with a brand. This can be particularly effective in industries such
as e-commerce, where customers are looking for the best deals and offers.

 7. Optimize for mobile: With more and more users accessing the internet on mobile devices, it's important
for companies to ensure that their ads are optimized for mobile screens. Ads should be designed with mobile
users in mind, with clear and concise copy, engaging visuals, and fast loading times.

 8. Use social proof: Social proof is a psychological concept that suggests that people are more likely to take
action when they see that others have done so before them. By using social proof in their ads, companies can
improve the credibility and effectiveness of their campaigns.

 Overall, there are many different strategies that companies can use to improve their click-through rates and
advertising revenue. By testing different approaches, tracking performance, and iterating over time,
companies can develop effective advertising campaigns that drive clicks, conversions, and revenue.
  Question 4

 According to one popular technology blog, its current policy on users privacy means that "your name, profile
picture, gender,current city,networks, Friends List, and all the pages you subscribe to are now publicly available
information on Facebook. This means everyone on the web can see it, it is searchable." Is this okay with you? Why
or Why not?

 Answer:

 Yes. I am okay with the current policy on users privacy at Facebook. I have shared my opinions according my
answer against the problem:

 Restricted Privacy Policy:

 • Facebook's privacy policy has been a subject of debate and criticism for years. The platform has had several
privacy scandals and faced legal challenges related to its handling of users' personal data.
 • Regarding the specific information mentioned in the blog post, Facebook has made some changes to
its privacy settings over the years, and it's worth noting that users have some control over what
information is public or private on their profiles.

 • For example, users can choose to hide their Friends List or make it visible only to specific people.
They can also adjust their profile settings to control who can see their gender, current city, and other
personal details.

 • That being said, it's important for users to be aware of the information they're sharing on Facebook
and how it can be used by third parties. Facebook's data policies and practices are complex, and it can be
challenging for users to understand how their information is being used or shared.
 • Overall, it's up to each individual to decide what information they're comfortable sharing on
Facebook and other social media platforms. It's essential to be aware of the potential risks and
benefits of sharing personal information online and to make informed decisions about privacy
settings and online behavior.

 Extra Security Layer

 Facebook collects a wide range of data from its users, including information about their activity
on the platform, their device and browser settings, and their location data. The company also
collects data from third-party sources, such as advertisers and data brokers.
 • Facebook uses this data to provide targeted advertising, content, and other personalized
experiences for its users. This can include using data to suggest friends, groups, or pages that
users may be interested in, or to show them ads based on their interests or behavior.
 • Facebook uses this data to provide targeted advertising, content, and other personalized
experiences for its users. This can include using data to suggest friends, groups, or pages that
users may be interested in, or to show them ads based on their interests or behavior.
 • Facebook has faced criticism for its handling of users' data, including several high-profile
data breaches and privacy scandals. In 2018, it was revealed that political consulting firm
Cambridge Analytica had accessed the data of millions of Facebook users without their consent,
leading to calls for greater regulation of tech companies.
 • In response to these concerns, Facebook has made some changes to its privacy settings and
policies over the years. For example, the company now offers users the option to use two-factor
authentication, which provides an extra layer of security when logging into their accounts.
Facebook has also introduced tools to help users control their privacy settings and better
understand how their data is being used.
 • However, critics argue that Facebook's privacy policies remain too complex and opaque, and
that the company should do more to protect users' data and privacy. In 2021, Apple introduced a
new privacy feature that allows users to opt out of being tracked by Facebook and other
companies for advertising purposes, highlighting the ongoing tensions between tech giants and
privacy advocates.
 Overall, Facebook's privacy policies and practices are complex and constantly evolving. It's important
for users to stay informed about the data they're sharing on the platform and to take steps to protect
their privacy, such as adjusting their settings and being cautious about the information they share
online.
The End