Marketing Excellence users. It allows users to create customized personal pro- files with information such as their hometown, work expe- >> Facebook rence, educational background, and relationship status as well as an unlimited number of photos and albums. To in- Facebook was founded in 2004 by Mark Zuckerberg, teract with each other, users send messages, "poke" each a Harvard University student at the time. Zuckerberg other, and "tag" or label people in their photos. They can recalls, "I just thought that being able to have access to post comments on friends! "walls," join groups, upload different people's profiles would be interesting. Obviously, and view albums, plan group events, and create status there's no way you can get access to that stuff unless updates viewable by everyone. In summary, Facebook is people are throwing up profiles, so I wanted to make an on its way fulfilling its mission: Give people the power application that would allow people to do that, to share to share and make the world more open and connected. as much information as they wanted while having control Facebook is not only an important part of many peo- over what they put up." ple's lives but also a critical marketing component for just Within 24 hours of its launch, nearly 1,500 Harvard about any brand and company. Its pages provide a way students had registered on the site. A month later, half to personally interact and communicate with consumers the campus had joined. Initially, only Harvard students no matter the size of the company. In fact, Facebook is could view and use the site, which had relatively simple a great way for smaller companies to build strong. long- profile and navigation tools at first. The early momentum lasting one-to-one relationships with their initial consumer was tremendous, though, and Facebook soon expanded base and listen to consumer feedback. Even politicians to include students throughout the Ivy League and then use the site to push their campaigns and communicate other colleges. The initial decision to keep the site exclu- with supporters on a local, personal level. sive to college students was critical to its early success. Facebook provides companies a place to expand It gave Facebook a sense of privacy, unity, and exclusivity their personalities in an inviting and nonthreatening en- that social media competitors like MySpace did not offer. vironment where they can show softer side than In 2006, the site opened its doors to everyone. they might in traditional marketing media. Marketers can Today, Facebook is the most popular social network. launch videos and trailers, unveil promotions, run con- ing Web site in the world, with more than 1.3 billion active tests, upload images, and post news. Some companies 654 PART 7 COMMUNICATING VALUE tie into charitable causes through Facebook. Pacific tied only with beer. The site offers a unique opportunity to Bioscience Laboratories, maker of Clarisonic face engage consumers a personal, meaningful level and brushes, pledged to donate $1 to charity each time a even reach new ones through its targeted advertising Facebook user clicked the "Like" button on its page and options raised $30,000 for women suffering from cancer. Burt's Bee's uses Facebook to introduce new products to its Questions loyal consumer base first and hear their immediate feed- 1. Why is Facebook unique in the world of personal back. Old Spice has successfully used the site to take its marketing? What are Facebook's greatest strengths? humorous commercials viral. The brand has millions of fans and believes Facebook was one of the key factors 2. Who are Facebook's biggest competitors? What are in revitalizing a 70-plus-year-old product among young the greatest risks it faces in the future? consumers. 3. What does a company gain by having a Facebook Facebook also offers highly targeted advertising op page or advertising through Facebook? What portunities with personalized messages. Ads-the com- would you think if a brand or company were not on pany's major source of income-can target individuals Facebook? by demographic or keywords based on the demographic and interest information they have placed in their profiles. Pos Betto un Betr. Asociated Press, June 3, 2006 Portor Orbott. "Facebook Demographics Sources: John Cassidy. Me dia. Nar Yorker May 15, 2006: "Survey College Ke Like Many ads include an interactive element such as polls or and Smistas Report 2010,"Strategy Labs. www.istrategas.com Bran Victrack Facebock opportunities to comment or invite friends to an event. Sheo Fotolumn Nember of voters since 2008, Besok na 2. 2010; komt Pattson. How to Market Your Bushots win Facebook New York Times November 11, 2009 Facebook can include "social context" with the adver- Kendomson, Cotte lor and Facebook Bom Paya Penang Fort May tiser's marketing message, which highlights a friend's 6, 2009. Elane Zimmerman, Smal Retsiers Open Up Storefronts on Facebook Pages New connection with that particular brand. Krk Times. Juy 26, 2012. Andrew Adan Newman, Ostre a Cercalaurores an indesve In one survey, college students named Facebook the Recroach, New York Times. Juy 24 2013 20 Best Company Facebook Pages.com www. facebook.com, Facebook 2012 Aral Bort second-most popular thing in their undergraduate world