Facebook Case Study

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Topics: Facebook
MARKETING MANAGEMENT 555
Lecturer: *****

Assessment 1 Case papers overview Due: 14th February 2013 (Thursday) Word Count: 1588.

Facebook

Student Name: David Yew-Choong KAM Student ID:
1

WHY do people use Facebook?
Whether it's for posting updates, reposting articles, checking in

locations/whereabouts, or playing Farmville – people participate in Facebook to stay connected, to relax, to be entertained, and to be kept informed (Bond, Ferraro, Luxton and Sands 2010, 4; Piskorski, Eisenmann and Smith 2012, 2). Some might even use it to spy on their partners, triggered possibly by romantic jealousy (Darvell, Walsh and White, 2011; Elphinston and Noller 2011, 631).

Others use it as a platform to advance various social and political causes by creating public Facebook pages. Lynas is an Australian listed company with ambitions to process rare earths in Malaysia. Concerned about the carcinogenic effects of the post production waste, multiple Stop Lynas Save Malaysia (SLSM in short) Facebook pages have been created by various Malaysian green groups (Stop Lynas, Save Malaysia Facebook page, 2013). The resultant groundswell and widespread publicity on mainstream media could have well contributed to the share price slide over the last two years (Lynas Corporation Price Quotes, 2013). This case as well as the iconic Arab spring uprising in Egypt & Tunisia has clearly demonstrated the edge that Facebook has given to the small man on the street by conferring them a voice for their cause, even with limited cash (Chokoshvili 2011, 22-23).

In a nutshell, Facebook is one of the top 4 new social media platforms (the others being Youtube, Twitter and LinkedIn) that allows for users to interact, influence

2

and exchange information, with the aim to increase their social capital (Dutta and Fraser 2009, 2; Macnamara 2010, 7).

The implications of Facebook users' behaviour

Millions of users are susceptible to potential data abuse by cybercriminals,



References: Adams, Yvette. 2012. "10 Digital Strategies for Aussie Tourism Marketers." Marketing April: 34-35. Baxter, Andrew 2012. "Has Foursquare missed the retail boat, and will Facebook miss it to?" Marketing June 2012, 38. Bhagwat, Shree, and Ankur Goutam. 2013. "Development of Social Networking Sites and Their Role in Business with Special Reference to Facebook." Journal of Business and Management 6(5): 15-28. http://iosrjournals.org/iosrjbm/papers/Vol6-issue5/B0651528.pdf Chokoshvili, David. 2011. "The role of the internet in democratic transition: Case study of the Arab Spring." Master’s thesis, Central European University. Chu, Shu-Chuan. 2011. "Viral advertising in social media: participation in Facebook groups and responses among college-aged users." Journal of Interactive Advertising 12(1): 30-43. Darvell, Millie J., Shari P. Walsh, and Katherine M. White. 2011. "Facebook Tells Me So: Applying the Theory of Planned Behavior to Understand PartnerMonitoring Behavior on Facebook." Cyberpsychology, Behavior & Social Networking 14 (12): 717-722. De Prato, Giuditta, and Jean Paul Simon. 2011. "Paving the way to e-services: Innovation through online games." Paper presented at 22nd European Regional ITS Conference Budapest, Budapest, 18-21 September. http://www.econstor.eu/bitstream/10419/52209/1/672464470.pdf Edelman, David C. 2010. "Four ways to get more value from digital marketing." McKinsey Quarterly March: 1-8. https://www.mckinseyquarterly.com/Four_ways_to_get_more_value_from_dig ital_marketing_2556 Elphinston, Rachel A., and Patricia Noller. 2011. "Time to Face It! Facebook Intrusion and the Implications for Romantic Jealousy and Relationship Satisfaction." Cyberpsychology, Behavior & Social Networking 14 (11): 631635. Griffiths, Mark D. 2012. "Facebook addiction: Concerns, criticism, and recommendations—A response to Andreassen and colleagues 1." Psychological Reports 110 (2): 518-520. http://www.amsciepub.com/doi/abs/10.2466/01.07.18.PR0.110.2.518-520 10 Hogue, Joseph. 2013. "This company is doing what Facebook can 't." Street Authority, February 9. http://www.streetauthority.com/growthinvesting/company-doing-what-facebook-cant-460424 Kim, JinBae. 2012, June 8. "Facebook: In desperate need for a change." Capital Trader 's Instablog. http://seekingalpha.com/instablog/1016506-capitaltraders-group/685501-facebook-in-desperate-need-for-a-change Kippist, Lucy. 2013. "Why I decided to quite Facebook." The Australian, February 8. http://www.theaustralian.com.au/news/i-quit-facebook/story-e6frg6n61226573612540 Lee, Dave. 2013. "The Comment Group: The hackers hunting clues about you." BBC News, February 12. Lin, Nan. 1999. "Building a network theory of social capital." Connections 22 (1): 2851. Lusch, Robert 2007. "Marketing 's Evolving Identity: Defining our Future". Journal of Public Policy & Marketing 26 (2): 261- 268. Lynas Corporation Price Quotes. 2013. "Quotes and Research." Comsec website. Accessed February 9. https://www2.comsec.com.au/Private/MarketPrices/Charts/Charts.aspx?stock Code=LYC Macnamara, Jim. 2010. "Electioneering 2010: Social media in the Australian federal election." paper produced for the Australian Centre for Public Communication, University of Technology Sydney, Sydney, http://www.fass.uts.edu.au/communication/centres/acpc/docs/eelectioneering-2010-acoc-report.pdf Mangold, W. G. and Faulds, D. J. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons 52 (4): 357-65. McEleny, Charlotte. 2011. "French Connection and Dove start selling on Facebook. (cover story)." New Media Age, 01-03. Oreskovic, Alexei. 2013. "Facebook 's mobile ad revenue doubles in fourth quarter." Yahoo! Finance, January 30. http://finance.yahoo.com/news/facebook-growsrevenue-40-percent-211444541.html Paterson, P. 2011. "How Australia 's Top 500 companies are using social media." Marketing June 2012, 40. Roosendaal, Arnold. 2011. "Facebook tracks and tracers everyone: Like this!" Tilburg Law School Legal Studies Research Paper series, 3: 1-9. 11 Richmond, Riva. 2010. "Stolen Facebook accounts for sale." The Associated Press, May 2. http://www.msnbc.msn.com/id/22562690/ Sengupta, Somini. 2012. "Facebook delivers an earning slowdown." The New York Times, July 26. http://www.nytimes.com/2012/07/27/technology/facebookreports-a-loss-but-its-revenue-beats-expectations.html?_r=0 Shannon, Sarah, and Olga Kharif. 2011. "Flipping Friends into Customers." Bloomberg Businessweek 4217: 22-23. Shu-Chuan, Chu. 2011. "Viral advertising in social media: participation in Facebook groups and responses among college-aged users." Journal of Interactive Advertising 12 (1): 30-43. Smith, Clara. 2009. "Facebook Is the Future of CRM." CRM Magazine 13 (11): 12. Stepanova, Ekaterina. 2011. "The Role of Information Communication Technologies in the Arab Spring." Ponars Eurasia Policy Memo, 159: 1-6. Stop Lynas Save Malaysia Facebook page, accessed 9 February 2013, https://www.facebook.com/charitieyc.chia?ref=tn_tnmn#!/pages/Stop-LynasSave-Malaysia/198611483579242?fref=ts Vega, Alan. 2011. "Tagtile: Reward your customers." R-Tools Technology Inc, February 8, http://tagtile-reward-customers.reviews.r-tt.com/ Walker, Carol M., Beth Rajan Sockman, and Steven Koehn 2011. "An exploratory study of cyberbullying with undergraduate university students." TechTrends 55 (2): 31-38. Ward, Frances. 2012. "SA Tourism 's Cash for comment." Marketing, June: 39. Weber, Harrison. 2013. "Facebook introduces Facebook Card: Yet another way for businesses to rely on the social giant." The Next Web, February 9, http://thenextweb.com/facebook/2013/01/31/introducing-the-facebook-cardyet-another-way-your-business-wont-be-able-to-live-withoutfacebook/?fromcat=facebook Widdup, Kerry. 2010. "The Social Consequences of Social Networking Sites: The Impact of Facebook on Teenage Girls." 3PM Journal of Digital Research and Publishing, 62. Zeisser, Michael. 2010. "Unlocking the elusive potential of social networks." McKinsey Quarterly, June: 1-3. https://www.mckinseyquarterly.com/Unlocking_the_elusive_potential_of_soci al_networks_2623 12

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